Sma unit guide vi tran

RES301 - SURVEYS &
MULTIVARIATE ANALYSIS
Unit Guide
Trimester 2 2022 - 2023


RES301 SURVEYS & MULTIVARIATE ANALYSIS
TRIMESTER 2 2022 - 2023

CONTACTS
Unit
Facilitator

Tran Vi

Program
Administrat
or

Nguyen Truong An


279 Nguyen Tri Phuong Street, District 10, HCM City
Phone: (028) 3920 9999 - Ext: 305

Email:

About Surveys & Multivariate Analysis
UNIT OVERVIEW
This unit first aims to review the survey technique, one of the most popular
tools of data collection employed in Marketing Research. Then, the unit focuses

on explaining various data analysis techniques commonly applied in Marketing
Research including not only univariate techniques such as t-test and analysis of
variance but also multivariate ones such as exploratory factor analysis and
cluster analysis. In the discussion of each statistical technique, the emphasis is
on explaining the procedure, interpreting the results and drawing managerial
implications, rather than on statistical elegance. In addition, this unit also
provides guidelines for writing reports and preparing tables and graphs and also
discusses oral presentation of the report.

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:
1.

Identify various data analysis techniques commonly applied in Marketing
Research including univariate techniques and multivariate ones

2.

Identify the procedures of data analysis

3.

Interpret the results and drawing managerial implications, rather than on
statistical elegance

4.

Write reports and prepare tables and graphs as well as discuss oral

presentation of the report

PROGRAM LEARNING OUTCOMES

Page | 2


RES301 SURVEYS & MULTIVARIATE ANALYSIS
TRIMESTER 2 2022 - 2023

In line with its focus on assuring students’ skills in unit learning outcomes 1-7
above, this unit is also responsible for introducing/developing/assuring the
following program-level learning outcomes (PLOs):
Knowledge & Application

Solid understanding and competency of appropriate application of
business discipline-specific knowledge.

1.

Communication

Competency in professional written and oral communication suited to
multiple audiences and contexts.

2.

Teamwork

3.

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

An ethical perspective, including an understanding of the ethical
responsibilities of organizations.

6.

Cultural Diversity

A global mindset, including an understanding of the different business
settings, the ability to identify foreign market potentials, to diagnose
cross-cultural communication problems and propose appropriate
solutions.

7.

ASSESSMENT SUMMARY
ASSESSMENT ITEM

1.

Participation (individual)

2.

Presentations (group)

3.

Research project
(group)

4.

Final exam (individual)

VALUE
(%)

LEARNING OUTCOMES

10%

ULO1-4

PLO1-7

Midterm
(70%)

25%

ULO1-4

PLO1-4

35%

ULO1-4

PLO1-7

Final (30%)

30%

ULO1-4

PLO1-7

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;

Page | 3


RES301 SURVEYS & MULTIVARIATE ANALYSIS
TRIMESTER 2 2022 - 2023




Complete all assessment items; and
Attend 80 per cent of class time. See attendance requirements in the
section of class policies and rules below.

Teaching Activities
LEARNING RESOURCES
Textbook

Malhotra NK. Marketing research: An applied orientation. 6th ed.
New Jersey: Prentice-Hall Publishing; 2010.

Reference
books

Leech NL, Barrett KC, Morgan GA. SPSS for intermediate
statistics: Use and interpretation. 2 nd edition. Lawrence Erlbaum
Associates, Inc; 2005.

Other
readings

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

ONLINE LEARNING RESOURCES
E-library

/>Username: UEHCMC2010
Password: thuvien0810

E-learning

/>
Page | 4


RES301 SURVEYS & MULTIVARIATE ANALYSIS
TRIMESTER 2 2022 - 2023

SCHEDULE OF ACTIVITIES
Sessions Topics

Required Assignments/Reading

1

• Unit introduction
• Marketing research

review

Reading:
- Chapter 6 – Survey methods (Malhotra,
2010)
- Chapter 13 – Fieldwork (Malhotra, 2010)
- Chapter 14 – Data Preparation (Malhotra,
2010)

2

Frequency Distribution,
Cross-Tabulation and
Hypothesis Testing

Oral presentation - Chapter 15 (Malhotra,
2010)

3

Analysis of Variance and
Covariance

Oral presentation - Chapter 16 (Malhotra,
2010)

4

Group project

Research model selection

5

Correlation and Regression

Oral presentation - Chapter 17 (Malhotra,
2010)

6

Discriminant Analysis

Oral presentation - Chapter 18 (Malhotra,
2010)

7

Group project

Measurement scales & questionnaire
design

8

Group project

Fieldwork

9

Logit Analysis

Oral presentation - Chapter 18 (Malhotra,
2010)

10

Factor Analysis

Oral presentation - Chapter 19 (Malhotra,
2010)

11

Cluster Analysis

Oral presentation - Chapter 20 (Malhotra,
2010)

12

Multidimensional Scaling

Oral presentation - Chapter 21 (Malhotra,
2010)

13

Conjoint Analysis

Oral presentation - Chapter 21 (Malhotra,
2010)

14

Group project

Finalizing report

15

Group project sharing

Oral presentation – Group project

Page | 5


RES301 SURVEYS & MULTIVARIATE ANALYSIS
TRIMESTER 2 2022 - 2023

General Information & Policy
Referencing
Plagiarism
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:

Page | 6


RES301 SURVEYS & MULTIVARIATE ANALYSIS
TRIMESTER 2 2022 - 2023




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 PM on the
due date (Suggested title: Student name_Unitname_Name of Assignment).
Hard copy: submitted to ISB Submission Box at the Reception Area (279
Nguyen Tri Phuong) by the due date.

Late assignment and make-up policy
No late assignments will be accepted unless prior authorisation 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 12/15 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
Page | 7


RES301 SURVEYS & MULTIVARIATE ANALYSIS
TRIMESTER 2 2022 - 2023







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.
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

Page | 8


RES301 SURVEYS & MULTIVARIATE ANALYSIS
TRIMESTER 2 2022 - 2023






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
Plagiarizing

 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.

Page | 9