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Other · Richards College of Business · Marketing/Real Estate

Business Research

  • Spring 2021
  • Section E01
  • 3 Credits
  • 01/09/2021 to 05/11/2021
  • Modified 05/12/2021


This course is designed to meet the rapidly growing need for a systematic approach to the business research process, and its implementation in terms of strategic decision making. Both primary and secondary sources of information are considered along with research design, measurement, sampling, data collection, processing, analyses, and interpretation.


CISM 2201 and (ECON 3402 or MATH 2063 ) and Richards Col Upper Division RCUD

Contact Information

Senior Lecturer: Cheryl O'Meara Brown

Office Hours

  • Monday & Wednesday, 11:00AM-12:30PM
  • Miller 2306

Email: For the fastest reply, use [email protected]  You may also use the course Email within CourseDen, but since these messages do not come to my phone it will take longer to reply.  Most of the time, I will reply within a few hours.  Sometimes it may take a day or two (depending on the nature of the question).  I may or may not respond to emails on the weekend. 

If you ask a question that can be answered by reviewing the syllabus, I will probably reply with, "See syllabus."  I don't mean to be rude; I receive many, many, MANY emails and since the information is here in the syllabus, it saves a great deal of time not to re-type or locate/copy/paste what is already here.  

If my office hours don’t work for you, I am happy to schedule an appointment with you at another time!  Just send me an email and we’ll work it out.

Please feel free to contact me if you have a problem! I am here to help you.  Please don't wait until the end of the semester (or until final grades have been posted) to discuss any difficulties that you might be having.

Meeting Times

We will not have any face-to-face meetings. You are expected to log in to the course at least once per day.


Basic Marketing Research

  • Author: Brown, Suter, Churchill
  • Publisher: Cengage
  • Edition: 9
  • ISBN: 9781337584647

Note: The textbook above is published by Cengage, which means you might be able to save money by purchasing their Cengage Unlimited Subscription for $119.99/semester. You should check to see if you have any other courses using Cengage materials such as MindTap, CNow (accounting), WebAssign, and other digital platforms. This one subscription will give you access to ALL of Cengage’s digital platforms and over 20,000 eBooks for your courses. You may purchase a Cengage Unlimited subscription from the bookstore or online at

Day1Access information:

You will need the course key below to access the materials in MindTap:

Helpful info:

Cengage Student Registration instructions, including videos and quick guides:

Tech Support: or 800.354.9706

SPRING 21 Cengage Live Virtual Office Hours for Students:
Need help registering for your Cengage course materials, or have questions? Our Cengage team is hosting office hours at the below times for you to join. Feel free to join any of the sessions to ask your questions or learn more about the materials for this course:

January 4th – 26th (Except 1/18 – MLK Holiday)

10AM – 12PM & 2PM – 4PM

Meeting ID: 915 4832 8394



  1. Define the key terms and concepts in the business research process. (LG 4*)
  2. Analyze business situations, and apply basic quantitative skills to solving business problems and developing effective strategies. (LG 2*)
  3. Recognize how diversity, ethical, global, and multicultural considerations affect the business research process and decision-making. (LG 5*)
  4. Recognize a variety of secondary sources of information including online data banks, the Internet and the Web, and be able to collect and analyze relevant information from these sources (LG 3*).
  5. Conduct primary research, including creating a basic research design, utilizing sampling procedures, developing a data collection instrument, and collection, processing, analyzing and interpreting data. (LG 2*)
  6. Use statistical software to analyze and interpret the results (LG 3*).
  7. Effectively communicate the results of a research project in a written paper and oral presentation. (LG 1*)

*BBA Marketing Learning Outcomes (page 11)


In addition to a semester-long research project (discussed below), this course consists of reading assignments, quizzes, and hands-on written assignments that are presented to you in Modules inside the Content link at the top of the page.  

Within each Module, you will be given the following:

  • A Checklist to let you know what's expected of you for that Module, including the required reading. You should use the checklists to track your progress and mark off (check) the items that you've completed as you go. This will ensure you don’t miss any assignments!
  • Learning Objectives for that Module.
  • PowerPoint Slides have been created to highlight important topics and to use for taking notes while reading.
  • Assignments, which may include a written assignment, optional MindTap activities and required MindTap quizzes, and/or a discussion posting.
    • *These assignments are due by 11:59pm (Eastern time) on the due date for the Module they are in. Refer to the Course Schedule for easy reference. If an assignment is not turned in by 11:59pm on its due date, it will not be accepted under any circumstances and you will receive a zero. There are no exceptions to this rule.  

More information on Graded Assignments…

Written Assignments:

Your assignments will be graded according to accuracy (regarding the topic specified), spelling and grammar, and level of effort.  You should elaborate, clarify, elucidate, and explain! The more effort you put into your assignments, the higher your grade will be. 

Discussion Posts

Your original discussion posts will be graded according to accuracy (regarding the topic specified), spelling and grammar, and level of effort.  You should elaborate, clarify, elucidate, and explain! The more effort you put into your posts, the higher your grade will be. Jumbled, one-continuous-paragraph posts are difficult to read and will receive lower grades.

Discussion settings require you to make an initial post before you can read others' posts. If you make two posts (including a blank first post), only the first one will be graded.

*When replying to classmates’ original posts, really put thought into both what THEY wrote, and how you would like to reply.  If they posted something that doesn't make sense to you or you think could be incorrect, tell them... You will help each other learn this way.  If you point out a classmate’s mistake and clarify what the correct answer should have been (respectfully, of course), you will earn extra points!  Also, if you agree or disagree with something they said, you should specify exactly what you agree/disagree with along with WHY.  In other words, you should elaborate and ask questions of one another.*

Review the General Discussion Rubric (click on Rubrics at the top of the page) to see specifically how your discussion posts will be graded. Your lowest discussion post grade will be dropped.

*In general, you can expect assignment and discussion grades to be posted within one week of their due dates.  (Some assignments take longer to grade.)*

MindTap Interactive Quizzes:

These quizzes will be in MindTap and will relate to the reading assignments for their respective chapters. They will contain multiple-choice questions; you will have 30 minutes per quiz and TWO attempts.

Inside MindTap, you also have access to Concept Check Quizzes and Applications in the News assessments. These are optional, but can help you to do better on the Interactive (graded) Quizzes!

*There is also one Syllabus/Project Handout quiz due in the first Module (in CourseDen), which has between 20 and 30 questions, a time limit of 30 minutes, and only 1 attempt.*

All assignments, discussions, quizzes and practice/optional quizzes are open (available to be completed) up until their respective due dates at 11:59pm.  Therefore, you ARE ALLOWED to complete any material EARLY if you desire to do so. However, please be aware that written assignments and discussion posts will not be graded until after their due dates.

***Your lowest quiz grade will be dropped.***

***Your lowest assignment/discussion grade will be dropped.***

I understand that serious personal problems occur (deaths in family, storm damage, etc.). This (along with technical/computer problems) is why the lowest grades are dropped.

Semester Research Project:

A critical component of this class is the semester project in which you will conduct business research that will take you through the entire Research Process. All of the details for this project can be found within the Semester Research Project Information & Resources folder (in Content).  

Some information regarding project-related assignments will be located within the Modules as we progress throughout the semester.  For example, when we cover Exploratory Research in Module 3 (Ch. 4), I will show you a video of a sample focus group will give additional information about what you should do.  Therefore, it is important that you follow along and keep up with the Modules throughout the semester and do not attempt to skip anything.  

In addition to providing project-related information within the Modules, copies will also be placed in the Project Resources folder for quick reference.

You'll notice that there are NO EXAMS in this class. The semester research project is the predominant assessment of your learning in this class. It is worth almost HALF of your grade, so make sure you put effort into the project all semester and that you pull your own weight with your group.


Types of evaluations and related weights
Type Weight Topic Notes
Assignments/Discussions (lowest dropped) 45%
Quizzes (lowest dropped) 6%
Semester Research Project 49%

Research Proposal, 5%

Discussion Guide for exploratory research, 5%

Exploratory Research, 5%

Questionnaire, 9%

Final Report, 25%


You'll notice that there are NO EXAMS. The semester research project is my best way of measuring your learning!

Therefore, the semester research project is worth NEARLY HALF of your grade.

You will be in a group. If you do not pull your weight, you will fail the class! More details in the project handout (located in Content).


A = 90.0% and above 

B = 80.0% – 89.9% 

C = 70.0% – 79.9% 

D = 60.0% – 69.9% 

F = 59.9% and below

I encourage you to be responsible for yourself and keep a spreadsheet with your grades and what each assignment/quiz is worth so that you’ll know what your grade is – and what you need to make on various assignments to get your desired grade – throughout the semester. 

(There are also helpful websites and videos that you can use, such as,  and  

I'm sorry, but since I’m outnumbered almost 200 to 1 (students to me) most semesters, I am unable to respond to students individually asking what their current grade is or what they need to make on a particular assignment to get an A (or B, etc.) in the class.




Make note of important deadlines for assignments and print the course schedule for easy reference throughout the semester

  • Module 1 - Due by January 17 at 11:59pm
    • Thoroughly read syllabus and project info ‘handout’
    • Electronically sign the Wolf Pact (quiz)
    • Syllabus/Project Handout Quiz
    • Discussion: Introduce Yourself
    • Sign up for a group
  •  Module 2 - Due by January 24 at 11:59pm
    • Chapter 1: The Role of Marketing Research
    • Chapter 2: The Research Process and Ethical Concerns
    • MindTap: Chapters 1 & 2 Concept Check Quizzes, Applications in the News (these are optional)  
    • MindTap: Chapters 1 & 2 Interactive Quizzes 
    • Discussion: Group Communication
    • Sign into Qualtrics using your westga credentials by today
  • Module 3 - Due by January 31 at 11:59pm
    • Chapter 3: Problem Formulation
    • Chapter 4: Exploratory Research
    • Research Proposal Details 
    • MindTap: Chapters 3 & 4 Concept Check Quizzes, Applications in the News (these are optional)  
    • MindTap: Chapters 3 & 4 Interactive Quizzes 
    • Review Sample Video of a Focus Group in CourseDen
    • Read Exploratory Research details
    • Assignment: Research Proposal (turn in one per group) 
  • Module 4 - Due by February 7 at 11:59pm
    • Chapters 5 & 6: Decision Support Systems
    • Chapter 7: Using External Secondary Data
    • Work on exploratory research (prepare discussion guide, recruit participants, reserve video equipment if needed, etc.)
    • MindTap: Chapters 5, 6, & 7 Concept Check Quizzes, Applications in the News (these are optional)  
    • MindTap: Chapters 5, 6, & 7 Interactive Quizzes
    • Discussion: Secondary Data Research (in 2 Parts)
      • NOTE: Part 2 will take some time to complete! Don’t wait to get started.
    • Assignment: Discussion Guide (for exploratory research; one per group)
  • Module 5 - Due by February 14 at 11:59pm
    • Chapter 8: Conducting Causal Research
    • Chapter 9: Collecting Descriptive Primary Data
    • Chapter 10: Collecting Data by Observation 
    • Work on exploratory research
    • MindTap: Chapters 8, 9 &10 Concept Check Quizzes, Applications in the News (these are optional)  
    • MindTap: Chapters 8, 9 &10 Interactive Quizzes
    • Discussion: Observation Methods
    • Assignment: Research Design (individual asnt.) 
  • Module 6 - Due by February 21 at 11:59pm
    • Finish exploratory research, upload video 
    • Assignment: Exploratory Research (link to video of; one per group)
  • Module 7 - Due by February 28 at 11:59pm
    • Chapter 11: Collecting Data by Communication
    • Chapter 12: Asking Good Questions
    • Instructor notes: Turning Exploratory Research Data into a Good Questionnaire 
    • Work on Questionnaires – it will be harder than you think!
    • MindTap: Chapters 11 & 12 Concept Check Quizzes, Applications in the News (these are optional)  
    • MindTap: Chapters 11 & 12 Interactive Quizzes
    • Assignment: Scales, Reliability and Validity (individual assignment)
  • Module 8 - Due by March 7 at 11:59pm
    • Chapter 13: Designing the Data Collection Form for Communication Data
    • Work on Questionnaires
    • MindTap: Chapter 13 Concept Check Quiz, Applications in the News (these are optional)  
    • MindTap: Chapter 13 Interactive Quiz
  • {By Sunday, March 21: Preliminary Questionnaire Feedback submission (optional)}
  • Module 9 - Due by March 28 at 11:59pm
    • Finish Questionnaires
    • Assignment: Questionnaire (one per group; one blank copy BEFORE you collect data)
  • Module 10 - Due by April 4 at 11:59pm
    • Chapter 14: Developing the Sampling Plan
    • Chapter 15: Data Collection 
    • MindTap: Chapters 14 & 15 Concept Check Quizzes, Applications in the News (these are optional)  
    • MindTap: Chapters 14 & 15 Interactive Quizzes
    • Discussion: Sampling
    • Make any necessary changes to questionnaire (based on instructor comments, once returned to you
  • Module 11 - Due by April 11 at 11:59pm
    • Chapter 16: Data Preparation for Analysis
    • MindTap: Chapter 16 Concept Check Quiz, Applications in the News (these are optional)  
    • MindTap: Chapter 16 Interactive Quiz
    • Collect data
  • Module 12 - Due by April 18 at 11:59pm
    • Chapters 17 & 18: Analysis & Interpretation (Individual Variables Independently, Multiple Variables Simultaneously)
    • MindTap: Chapters 17 & 18 Concept Check Quizzes, Applications in the News (these are optional)  
    • MindTap: Chapters 17 & 18 Interactive Quizzes
    • Begin data analysis
    • Begin writing report
  • Module 13 - Due by April 25 at 11:59pm
    • Finish data analysis
    • Finish writing report
  • Module 14 - Due by May 2 at 11:59pm
    • Project Work – Finalize report
    • Group Member Evaluations due 
    • Assignment: Final Report (and appendices) (one per group)
  • By May 9
    • Reports graded and returned
    • Final grades released


College/School Policies

Wolf Pact

Having read the Honor Code for the University of West Georgia, I understand and accept my responsibility to uphold the values described therein and to conduct myself in a manner that will reflect the values of UWG and the Richards College of Business so as to respect the rights of all UWG community members. As a UWG student, I will represent myself truthfully and complete all academic assignments honestly and within the parameters set by my instructor.

I understand and accept that if I am found guilty of violations (through processes due me as a UWG student and outlined in the UWG Student Handbook), penalties will be imposed.

I also recognize that my responsibility includes a willingness to confront members of the UWG community if I feel there has been a violation of the Honor Code.  

Ultimately, I will conduct myself in a manner that promotes UWG as the best place to work, learn, and succeed for my generation, and those to come!

About the Richards College of Business

To become a globally recognized college of business preparing forward-thinking, responsible leaders.

We are in the business of transforming lives through education, engagement, and experiences.

Strategic Goals and Values

Student Success
Admit quality students and provide them with an education that is rich in experiences and engagement opportunities to prepare them to be effective and ethical professionals.

Academic Success
Recruit, retain and develop faculty and staff by providing sufficient resources to support dynamic and up-to-date bachelor and master-level curricula, to conduct research and other professional activities, and to support engagement with all stakeholders.

Operational Success
Recruit, retain and develop administrative management and staff personnel to manage, develop and support infrastructure and those activities that build internal and external partnerships while working in an ever-changing environment.

Ethical Values
The Richards College of Business community (administrators, faculty, staff, students, and business partners) share a commitment to the principles of honesty and integrity in interactions and undertakings, accountability for personal behavior, and respect for the rights, differences, and dignity of others. In addition, we strive to continuously improve our abilities to recognize unethical behavior and to make ethical and moral decisions.

Institutional Policies

Academic Support

Accessibility Services: Students with a documented disability may work with UWG Accessibility Services to receive essential services specific to their disability. All entitlements to accommodations are based on documentation and USG Board of Regents standards. If a student needs course adaptations or accommodations because of a disability or chronic illness, or if he/she needs to make special arrangements in case the building must be evacuated, the student should notify his/her instructor in writing and provide a copy of his/her Student Accommodations Report (SAR), which is available only from Accessibility Services. Faculty cannot offer accommodations without timely receipt of the SAR; further, no retroactive accommodations will be given. For more information, please contact Accessibility Services.

Center for Academic Success: The Center for Academic Success provides services, programs, and opportunities to help all undergraduate students succeed academically. For more information, contact them: 678-839-6280 or [email protected]

University Writing Center: The University Writing Center assists students with all areas of the writing process. For more information, contact them: 678-839-6513 or [email protected]

Online Courses

UWG takes students’ privacy concerns seriously: technology-enhanced and partially and fully online courses use sites and entities beyond UWG and students have the right to know the privacy policies of these entities. For more information on privacy and accessibility for the most commonly used sites, as well as technology requirements visit the UWG Online site.

Students enrolled in online courses can find answers to many of their questions in the Online/Off-Campus Student Guide.

If a student is experiencing distress and needs help, please see the resources available at the UWG Cares site. Online counseling is also available for online students.

Honor Code

At the University of West Georgia, we believe that academic and personal integrity are based upon honesty, trust, fairness, respect, and responsibility. Students at West Georgia assume responsibility for upholding the honor code. West Georgia students pledge to refrain from engaging in acts that do not maintain academic and personal integrity. These include, but are not limited to, plagiarism, cheating, fabrication, aid of academic dishonesty, lying, bribery or threats, and stealing. 

The University of West Georgia maintains and monitors a confidential Academic Dishonesty Tracking System. This database collects and reports patterns of repeated student violations across all the Colleges, the Ingram Library, and the School of Nursing. Each incidence of academic dishonesty is subject to review and consideration by the instructor, and is subject to a range of academic penalties including, but not limited to, failing the assignment and/or failing the course. Student conduct sanctions range from verbal warning to suspension or expulsion depending on the magnitude of the offense and/or number of offenses. The incident becomes part of the student’s conduct record at UWG.

Additionally, the student is responsible for safeguarding his/her computer account. The student’s account and network connection are for his/her individual use. A computer account is to be used only by the person to whom it has been issued. The student is responsible for all actions originating through his/her account or network connection. Students must not impersonate others or misrepresent or conceal their identities in electronic messages and actions. For more information on the University of West Georgia Honor Code, please see the Student Handbook.

UWG Email Policy

University of West Georgia students are provided a MyUWG e-mail account. The University considers this account to be an official means of communication between the University and the student. The purpose of the official use of the student e-mail account is to provide an effective means of communicating important university related information to UWG students in a timely manner. It is the student’s responsibility to check his or her email.

Credit Hour Policy

The University of West Georgia grants one semester hour of credit for work equivalent to a minimum of one hour (50 minutes) of in-class or other direct faculty instruction AND two hours of student work outside of class per week for approximately fifteen weeks. For each course, the course syllabus will document the amount of in-class (or other direct faculty instruction) and out-of-class work required to earn the credit hour(s) assigned to the course. Out-of-class work will include all forms of credit-bearing activity, including but not limited to assignments, readings, observations, and musical practice. Where available, the university grants academic credit for students who verify via competency-based testing, that they have accomplished the learning outcomes associated with a course that would normally meet the requirements outlined above (e.g. AP credit, CLEP, and departmental exams).

HB 280 (Campus Carry)

UWG follows University System of Georgia (USG) guidance:

You may also visit our website for help with USG Guidance:

Mental Health Support

If you or another student find that you are experiencing a mental health issue, free confidential services are available on campus in the Counseling Center. Students who have experienced sexual or domestic violence may receive confidential medical and advocacy services with the Patient Advocates in Health Services. To report a concern anonymously, please go to UWGcares.

ELL Resources

If you are a student having difficulty with English language skills, and / or U.S. culture is not your home culture, specialized resources are available to help you succeed. Please visit the E.L.L. resource page for more information.


Proctored Exams/Online Instruction: Students should be aware and plan ahead for the possibility of having to complete all courses and/or exams online or in a proctored environment. This means talking with your instructors about what minimum technical requirements (software and hardware) will be required should your class move online or a student's personal needs dictate. This also includes making plans for internet access at whatever location participation may occur.

Virtual or in-person proctored exams, if your instructor should require them, may result in an additional cost to the student. Please discuss these details with your instructor or see the information provided here.

Face Coverings: Effective July 15, 2020, University System of Georgia institutions, including the University of West Georgia, will require all faculty, staff, students, and visitors to wear an appropriate face covering while inside campus facilities/buildings where six feet social distancing may not always be possible. Face covering use will be in addition to and is not a substitute for social distancing.

Face coverings are not required in campus outdoor settings where social distancing requirements are met. Anyone not using a face covering when required will be asked to wear one or must leave the area.

Reasonable accommodations may be made for those who are unable to wear a face covering for documented health reasons.

Student FAQs: For more information about UWG COVID-19 guidance for students visit the Student FAQ webpage


Additional Items

Class Announcements

Announcements: You must download the "Pulse" app so that you will get notifications for and be able to view any Announcements on your phone that are posted in CourseDen.

Announcements may include important reminders, changes to the course schedule, information about the project, etc.


More on Academic Honesty

Academic dishonesty (cheating) includes, but is not limited to:

  • Looking up ("Googling") answers to quiz questions online
  • Searching (online or elsewhere) for assignments that have been done by someone else
  • Using someone's materials from a previous semester
  • Anything that you wouldn't do with your instructor looking over your shoulder

Email Courtesy

Email Courtesy and General Netiquette: Remember that emailing is not texting, and the use of good manners and proper grammar/punctuation are important, to me AND your future boss and co-workers!  Also, when corresponding with anyone in the course, it's expected that we will all be respectful and professional at all times.                                            

I strongly encourage you to use Grammarly, a free online grammar and spelling checker.  It’s a great resource for papers and even e-mails. *UWG students have access to the Premium version of Grammarly using your westga credentials.*