MAR202 -

MARKETING RESEARCH
Unit Guide

Trimester 3 2021- 2022

 MAR202 MARKETING RESEARCH
TRIMESTER 3 2021-2022

CONTACTS
Tran Vi
Unit Instructor
vi.tran@isb.edu.vn
Nguyen Truong An
Program Administrator 17 Pham Ngoc Thach Street, District 3, HCM City
Phone: 08 54465555 Email: an.nguyen@isb.edu.vn

About Marketing Research (MAR202)

UNIT OVERVIEW

This unit aims to help students understand the fundamental function of marketing research that is to
meet information needs in decision making process. With a hands-on approach, students will be
equipped with both theoretical understandings and practical experiences in conducting a research
project to collect relevant information needed for solving business/marketing problems.

Assessment Information
UNIT LEARNING OUTCOMES
The table below outlines the unit learning outcomes (ULOs) for this unit. Upon completion of this
unit, students will be able to:

Acknowledge the significance of marketing research by providing sound information to

1.
business
2. Identify key steps of marketing research process and their requirements
3. Have insights of key methods that are critical to applied research
Gain sufficient knowledge, skills and experience in designing and implementing a marketing
4.
research project

PROGRAM LEARNING OUTCOMES

In line with its focus on assuring students’ skills in unit learning outcomes 1-4 above, this unit is
also responsible for introducing/developing/assuring the following program-level learning
outcomes (PLOs):

Knowledge & Application

1. Solid understanding and competency of appropriate application of business discipline-
specific knowledge.
Communication
2. Competency in professional written and oral communication suited to multiple audiences
and contexts.
3. Teamwork

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Effective collaboration in teamwork or other tasks in organizational settings.

Critical thinking
4.
Critical thinking through appropriate observing, analysing and reasoning, etc.
Problem solving
5.
Effective and constructive problem solving.
Ethics
6. An ethical perspective, including an understanding of the ethical responsibilities of
organizations. 
Cultural Diversity
A global mindset, including an understanding of the different business settings, the ability to
7.
identify foreign market potentials, to diagnose cross-cultural communication problems and
propose appropriate solutions.

ASSESSMENT SUMMARY

VALUE
ASSESSMENT ITEM LEARNING OUTCOMES
(%)
1 Common type of marketing research 10% ULO1-4 PLO1,4,6
Midterm
2 Topic presentation 30% ULO1-4 PLO1,4,6
(50%)
3 Online quiz 10% ULO1-4 PLO1,4,6

4.1. Research project - Study 1 10% ULO1-4 PLO1-7

Final
4 4.2. Research project - Study 2 30% ULO1-4 PLO1-7
(50%)
4.3. Research project - Study 3 10% ULO1-4 PLO1-7
Note: Individual grade is scaled based on the extent to which each student contributes to group
assignment.
Final marks and grades are subject to confirmation by the School Assessment Committees which
may scale, modify or otherwise amend the marks and grades for the unit, as may be required by
University policies.
 Note: To successfully complete this unit, students must:
 Achieve a minimum of 50 marks;
 Complete all assessment items; and
 Attend 80 per cent of class time. See attendance requirements in the section of class policies
and rules below.
For more details, please check the materials posted in the E-learning course of Marketing Research
and/or contact the facilitator.
Teaching Activities
LEARNING RESOURCES
Textbook Malhotra NK. Marketing research: An applied orientation. 6th ed. New Jersey:
Prentice-Hall Publishing; 2010.

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Reference Cooper D, Schindler PS. Business Research Methods. 12th ed. New York:
books McGraw-Hill; 2014.

Other Journal of Marketing

readings
Journal of Marketing Research
Journal of Consumer Research
Journal of the Academy of Marketing Science
Marketing Science

SCHEDULE OF ACTIVITIES

Week Session Topic to be discussed / tasks to be conducted

1 Session 1 Introduction: The importance of marketing research
2 Session 2 Topic 1: Marketing research process
3 Session 3 Topic 2: Exploratory research design
4 Session 4 Topic 3: Conclusive research design
5 Session 5 Topic 4: Marketing research brief & marketing research proposal
6 Session 6 Topic 5: Measurement & Scaling
7 Session 7 Topic 6: Questionnaire design & sampling
Session 8 Research project: Topic identification & study 1
8
Session 9 Research project: Study 1 discussion & Study 2
Session 10 Research project: Study 2
9
Session 11 Research project: Study 2
Session 12 Research project: Study 2
10
Session 13 Research project: Study 2
11 Session 14 Research project: Study 3
12 Session 15 Research project: Sharing & Discussion

ONLINE LEARNING RESOURCES

E-library http://search.proquest.com/login
Username: UEHCMC2010
Password: thuvien0810

E-learning http://elearning.isb.edu.vn/

General Information & Policy

Referencing
Plagiarism

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Student assignments are to contain original content created by the students. Assignments will be
rejected if they include plagiarised content or contain excessive amounts of quoted/cited material
and minimal original content. Students will receive a grade of ZERO (0%) for any assignments
rejected for this reason. Written assignments WILL BE checked by the lecturer with Turnitin.com,
an online plagiarism-checking tool.
Sources

Furthermore, your reference to support your statements must be from a reliable source, such as
textbooks, additional reading materials, and reference books. However, many websites are not
reliable sources. Examples are Wikipedia.org, about.com, and ask.com. If you are not sure if a
reference is acceptable or not, please contact the lecturer.
Referencing & Citation

The Vancouver style will serve as the primary reference materials for all students. Therefore, all
papers must be submitted in Vancouver format. The mechanics of student papers and work will be
evaluated, as well as the content. It is imperative that guidelines be reviewed before an assignment is
begun. It is also important that the required submission format be followed in compiling the final
paper or assignment.

Submission
Assignment cover sheet
 All assignments are required to be submitted with an Assignment Cover Sheet.
 Group assignments are to be submitted with a Group Assignment Cover Sheet as well as a
Peer Evaluation Form depending on the request of unit instructor.
Non-contributing team members can sometimes be an issue with group-work structured assessment.
Individual student group work scores may be adjusted as a result of peer dissatisfaction with a
particular student’s contribution to group work assignments, as reflected in submissions of the
evaluation form.
Note:
 Assignment cover sheets and the evaluation form can be located on MyISB system
 Students are advised to keep a copy of all assignments submitted for marking.

Submission style

Assignments are expected to achieve a professional standard:

 Be typed, one and a half spaced, on A4 paper
 Use a simple clear format, suitable for a report to senior management in a commercial
organisation.

Submission method
Soft copy: submitted electronically via E-learning system by 11:55 AM on the due date (Suggested
title: Student name_Unitname_Name of Assignment).
Hard copy: submitted to ISB Submission Box at the Reception Area (17 Pham Ngoc Thach) by the
due date.

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Late assignment and make-up policy
No late assignments will be accepted unless prior authorization granted by the Academic
Department based on a Special Consideration Application for assessment task extension.
Students must complete all assessments on the assigned dates including quizzes, mid-term test, and
final exam. If there are extenuating or unforeseen circumstances, students must follow the school’s
policies and procedures accordingly.

Attendance
Students are required to attend a minimum of 80% of all classes (which normally 16/20 sessions).
Other cases equating to an absence:
 Arriving to class late by 15 minutes at the beginning,
 Arriving late by 5 minutes after the break
 Leaving prior to the scheduled end time without the permission of the lecturer
If you are unable to attend any session, please let your lecturer know AND submit a request for
absence form to program administrator prior to the session.

 IMPORTANT: Students will not be allowed to sit in the final examination if violating the
above absence rule.

Electronic device use

 Cell phones will be turned off or switched to vibrate mode before class starts.
 No phone calls or text messaging are allowed inside classroom during class time.
 Portable listening and/or music devices may not be operated in the classroom.
 Headphones and/or ear buds of any type may not be worn while in the classroom whether
operating or not.
 Laptop and other electronic devices are not permitted unless specifically authorised by the
lecturer exclusively for note taking and doing class work.

 IMPORTANT: If you are in violation of these policies you will be excused from class and an
absence will be assessed.

Email etiquette
Your lecturers receive many emails each day. In order to enable them to respond to your emails
appropriately and in a timely fashion, students are asked to follow basic requirements of professional
communication.
Your emails should:
 Have a concise and descriptive title, including the class and name of the unit you are
enquiring about
 Be clear about the intention of their emails
 Use appropriate tone and language, proof-read what is written in the email before sending it.
Students should also allow 3-4 working days for a response before following up. If the matter is
legitimately urgent, you may indicate “URGENT” in the email subject header.

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Make an appointment: If your email request is complex and requires a lengthy response it may be
probably best to make an appointment with your lecturer/instructor to meet in person.

Student behaviour guidelines

Everyone must behave professionally. Students are expected to demonstrate respect for teacher and
fellow students at all times. Behaviour that is disruptive to a positive learning environment reported
to the teacher will result in a warning on the first instance; the second instance might result in a
failing grade along with expulsion from the school.
Unacceptable behaviors can be:
 Cheating on an exam
 Collaborating with others on work to be presented, if contrary to the stated rules of the
course
 Submitting, if contrary to the rules of the course, work previously submitted in another
course
 Knowingly and intentionally assisting another student in any of the above actions, including
assistance in an arrangement whereby work, classroom performance, examination, or other
activity is submitted or performed by a person other than the student under whose name the
work is submitted or performed
 Plagiarising

 IMPORTANT:
 First violation will result in a grade ZERO (0%) for that assignment.
 Second violation will result in a failing course grade.

Disability support services

Students with disabilities are advised that accommodations and services are available at UEH-ISB. It
is the student's responsibility to contact UEH-ISB office and submit appropriate documentation prior
to receiving such services.

Additional information
This unit guide may be revised at the discretion of the Academic Department with approval from
Program Academic Director and School Academic Committee where appropriate.

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