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Online · School of Business · Graduate Business

Marketing Research

  • CG
  • Section 8WK
  • 11/08/2019 to 04/16/2020
  • Modified 01/30/2020

Course Description

This course will provide learners with a solid foundation of the theory, evaluation and application of marketing research techniques and practices. Students will apply marketing research through the use of tools and techniques to include data collection and report-generation software.



BUSI 520 and (BMAL 590 or Meets BMAL590 / 27 hrs in BUSI with a score of 3 or BUSI 700)


Many successful firms learn and grow profitably through successful marketing research efforts. Marketing research efforts are geared toward obtaining consumer/customer insights that help guide firms toward new product development, additional or improved product features/benefits, and entry or expansion into new market segments. Therefore, MBA students must have a thorough understanding and competency in marketing research’s framework, quantitative data analysis techniques that transform data into important marketing information, and the management and direction of those efforts.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Justify a marketing research project in relation to measurable business goals.
  2. Use qualitative marketing research techniques in order to define superior customer surplus.
  3. Creatively apply quantitative marketing research modeling techniques in developing products and services that outperform the competition.
  4. Apply the proper application of SPSS, a statistical analysis tool.
  5. Effectively communicate using the practical knowledge and language of marketing research.
  6. Make business choices based on the wealth-creating potential of a specified marketing research project.
  7. Evaluate all aspects of a proposed marketing research project from a Christian worldview perspective and ensure that all choices are ultimately honoring to Christ through our witness to the world.

Course Resources

Required Resource Purchases

Malhotra, N. K. (2019). Marketing research – An Applied Orientation (7th ed.). New York, NY: Pearson. ISBN: 9780134734842.

Liberty University. SPSS Grad. Pack (Stand.)24.0 6 Month. 2013. Kivuto Solutions, Inc. (cc) Click on the following link to view the required resource for the term in which you are registered:

Liberty University's IT Marketplace offers a 6-month and 12-month license of SPSS at a reduced rate. Although book vouchers cannot be used to purchase this version from the IT Marketplace, the purchase includes technical support from the IT Helpdesk during license period and is recommended.

SPSS can be purchased and downloaded through the IT Marketplace by following the link below. You will be required to sign using your liberty username and password.

Disclaimer: The above resources provide information consistent with the latest research regarding the subject area. Liberty University does not necessarily endorse specific personal, religious, philosophical, or political positions found in these resources.

Recommended Resource 

American Psychological Association. Publication manual of the American Psychological Association (Current ed.). Washington, DC: American Psychological Association.

Additional Materials for Learning 

  1. Computer with basic audio/video output equipment
  2. Internet access (broadband recommended)
  3. Blackboard recommended browsers
  4. Microsoft Word

(Microsoft Office is available at a special discount to Liberty University students.)

Course Assignments

Textbook readings and presentations

Course Requirements Checklist

After reading the Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (2)

The student will complete 2 Discussion Board Forums consisting of a thread and 1 reply to another classmate’s thread. The thread must be at least 500 words with a minimum of 3 citations from academic journals in current APA format. The reply must be at least 350 words. The instructor is looking for substantial, thoughtful, and critical discussions.

Integration of Faith and Learning (IFL)

The student will be asked how he/she will integrate his/her faith, coupled with marketing research, within a business world context. The student will write an essay of at least 500 words. The essay must contain at least 2 biblical references, be consistent with current APA guidelines, and submitted through SafeAssign.

Qualitative Assignments (4)

The student will analyze and respond to 4 Qualitative Assignments. The assignments are based upon the marketing research theory found in the textbook readings. Each of these assignments must be written at the graduate-level and contain the requested amount of rigor and insights. These qualitative marketing research assignments are designed to broaden the student’s knowledge about providing superior customer value.

SPSS Quantitative Assignments (7)

The student will use SPSS, a statistical analysis software tool, to complete 7 Quantitative Assignments. The data sets will be provided. Using SPSS, the student will run the appropriate statistical procedures and report the results. These quantitative marketing research assignments are designed to broaden the student’s knowledge about providing superior customer value.

Course Grading

Course Requirements Checklist


Discussion Board Forums (2 at 65 pts ea)


Integration of Faith and Learning (IFL)


Qualitative Assignments (4 at 80 pts ea)


SPSS Quantitative Assignments (4 at 50 pts ea, 3 at 100 pts ea)





Late Assignment Policy

Course Assignments, including discussion boards, exams, and other graded assignments, should be submitted on time.

If the student is unable to complete an assignment on time, then he or she must contact the instructor immediately by email.

Assignments that are submitted after the due date without prior approval from the instructor will receive the following deductions:

  1. Late assignments submitted within one week after the due date will receive up to a 10% deduction.
  2. Assignments submitted more than one week and less than 2 weeks late will receive up to a 20% deduction.
  3. Assignments submitted two weeks late or after the final date of the course will not be accepted outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.
  4. Group projects, including group discussion board threads and/or replies, and assignments will not be accepted after the due date outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.

Disability Assistance

Students with a disability and those with medical conditions associated with pregnancy may contact Liberty University’s Online Office of Disability Accommodation Support (ODAS) at [email protected] for accommodations.  Such accommodations require appropriate documentation of your condition.   For more information about ODAS and the accommodations process, including how to request an accommodation, please visit Requests for accommodations not related to disabilities or pregnancy must be directed to the Registrar’s Office, which generally handles medical needs support.

If you have a complaint related to disability discrimination or an accommodation that was not provided, you may contact ODAS or the Office of Equity and Compliance by phone at (434) 592-4999 or by email at [email protected].  Click to see a full copy of Liberty’s Discrimination, Harassment, and Sexual Misconduct Policy or the Student Disability Grievance Policy and Procedures.

Course Attendance

In an effort to comply with U.S. Department of Education policies, attendance is measured by physical class attendance or any submission of a required assignment within the enrollment dates of the course (such as examinations, written papers or projects, any discussion board posts, etc.) or initiating any communication with one’s professor regarding an academic subject. More information regarding the attendance policy can be found in the Academic Course Catalogs. Regular attendance in online courses is expected throughout the length of the term. Students who do not attend within the first week of a sub-term by submitting a required academic assignment (such as the Course Requirements Checklist, an examination, written paper or project, discussion board post, or other academic activity) will be dropped from the course. Students who wish to re-engage in the course are encouraged to contact Academic Advising to discuss their enrollment options. Students who begin an online course, but at some point in the semester cease attending, and do not provide official notification to withdraw, will be assigned a grade of “FN” (Failure for Non-Attendance). Students wishing to withdraw from courses after the official start date should familiarize themselves with the withdrawal policy.

Grading Scale

A- B+ B B- C+ C C- D+ D D- F
940-1010 920-939 900-919 860-899 840-859 820-839 780-819 760-779 740-759 700-739 680-699 679 and below

For courses with a Pass/NP final grade, please refer to the Course Grading section of this syllabus for the assignment requirements and/or point value required to earn a Passing final grade.

Add/Drop Policy

The full policy statement and procedures are published in the Policy Directory.

Honor Code

Liberty University comprises a network of students, Alumni, faculty, staff and supporters that together form a Christian community based upon the truth of the Bible. This truth defines our foundational principles, from our Doctrinal Statement to the Code of Honor. These principles irrevocably align Liberty University’s operational procedures with the long tradition of university culture, which remains distinctively Christian, designed to preserve and advance truth. Our desire is to create a safe, comfortable environment within our community of learning, and we extend our academic and spiritual resources to all of our students with the goal of fostering academic maturity, spiritual growth and character development.

Communities are predicated on shared values and goals. The Code of Honor, an expression of the values from which our Doctrinal Statement was born, defines the fundamental principles by which our community exists. At the core of this code lie two essential concepts: a belief in the significance of all individuals, and a reliance on the existence of objective truth.

While we acknowledge that some may disagree with various elements of the Code of Honor, we maintain the expectation that our students will commit to respect and uphold the Code while enrolled at Liberty University.

Adherence to the principles and concepts established within facilitates the success of our students and strengthens the Liberty community.

The Code of Honor can be viewed in its entirety at


BUSI 614

Textbook: Malhotra, N.K., Marketing Research – An Applied Orientation (2019).


Reading & Study




Malhotra: chs. 1–2

1 presentation

2 websites

Course Requirements Checklist

Class Introductions

DB Forum 1

Integration of Faith and Learning (IFL)






Malhotra: chs. 3–4

1 presentation

2 websites

Qualitative Assignment 1

SPSS Quantitative Assignment 1




Malhotra: chs. 5–6

1 presentation

2 websites

Qualitative Assignment 2

SPSS Quantitative Assignment 2




Malhotra: chs. 8–9

1 presentation

2 websites

Qualitative Assignment 3

SPSS Quantitative Assignment 3





chs. 10–12

1 presentation

6 websites

DB Forum 2

Qualitative Assignment 4

SPSS Quantitative Assignment 4





Malhotra: ch. 14

2 presentations

2 websites

SPSS Quantitative Assignment 5



Malhotra: chs. 15–16

1 presentation

2 websites

SPSS Quantitative Assignment 6




chs. 17–19

1 presentation

1 website

SPSS Quantitative Assignment 7




DB = Discussion Board

NOTE: Each course week begins on Monday morning at 12:00 a.m. (ET) and ends on Sunday night at 11:59 p.m. (ET). The final week ends at 11:59 p.m. (ET) on Friday.