MKT-IB Department | Frank G. Zarb School of Business | Hofstra University

MKT 309

Research Seminar in Marketing

Dr. Boonghee Yoo, Associate Professor of Marketing

DESCRIPTION:

Supervised research leading to the preparation of a formal paper on an approved topic in the field of marketing. Specifically, the student identifies key marketing issues surrounding the topic and conducts comprehensive secondary research on them. Based on the results, the student then proposes and formulates a primary research plan to address the issues. The research plan includes, where appropriate, key findings from the secondary research, hypotheses relating to the issues, primary research design/methods, sampling procedures, a data collection instrument, data analysis procedures, and the theoretical and practical implications of the potential findings. An oral presentation of the project is required at the conclusion of the semester.

PREREQUISITES:

Completion of 15 semester hours of graduate course work in marketing. Corequisite: MKT 245. Open only to matriculated M.S. in Marketing students.

EVALUATION:

Quality of a marketing research paper (100%)

RESEARCH PROCESS:

1. Identify the topic. – 1 week

2. Identify the marketing research problem. – 1 week

3. Review the literature and develop hypotheses. – 2 weeks

4. Decide measures and write a questionnaire. – 2 weeks

5. Collect data. – 2 week

6. Analyze the data and report the results. – 3 weeks

7. Make a conclusion and discuss the theoretical and practical implications. – 3 weeks

RESEARCH PAPER:

Length: 10 single-space-typed pages (12 Times New Roman fonts) except the tables, graphs, and references.