Unit Outline
BMA331
Marketing Research
Semester 2, 2024
Rajesh Rajaguru
Tasmanian School of Business & Economics (TSBE)
College of Business and Economics
CRICOS Provider Code: 00586B
Unit Coordinator
Rajesh Rajaguru
Email: Rajesh.Rajaguru@utas.edu.au
 
What is the Unit About?
Unit Description
Marketing research is one of the most important aspects of marketing. It is the process by which firms acquire market information that facilitates their decision-making. Given the rapid evolution of the business world, it is critical that firms know who their customers are, what they do, why they do it, when their purchases take place and where. Marketing research enables firms to determine if they have met consumer needs and demands, or if any changes are necessary in the delivery and features of new and existing products. Through this marketing research process, firms can better communicate with, and collect information from, existing and potential customers. As it is the customers who ultimately decide whether a product will be acceptable or not, this allows firms to rapidly adapt to otherwise unpredictable customer needs. This unit introduces students to the fundamental principles that underpin the process of designing and implementing effective marketing research. This process consists of: problem identification; research approach development; research design formulation; data gathering, preparation and analysis, and presentation of marketing research. By analysing real world business cases, and undertaking thorough research tasks, students will gain a keener insight into the workings of marketing research. The knowledge gained through undertaking this unit will help students to become skilled marketers who can evaluate, design, and conduct market research.
Intended Learning Outcomes
As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.
On completion of this unit, you will be able to:
1
explain the fundamental marketing research concepts that facilitate problem definition and critically analyse approaches to solve the problem.
2
analyse and evaluate basic marketing research theory.
3
explain and analyse the process by which information is gathered, analysed, and interpreted to address research problems in an ethical manner.
Alterations as a result of student feedback
To be determined.
 
 
 
Teaching arrangements
ATTENDANCE MODE
TEACHING TYPE
LEARNING ACTIVITY
CONTACT HOURS
FREQUENCY
On Campus
Workshop
Introductory 1h workshop, Week 1
1
Once only
Lecture (On Campus)
Pre-recorded 1h lecture, once a week
1
Weekly
Workshop
2h workshop, fortnightly, commencing in Week 2; First 3 workshops (qualitative) on a fortnightly basis (2h / week in Weeks 2, 4 and 6)
2
Study Period 3 times
Workshop
1-hour workshop, weekly, commencing in Week 9; Week 9 to 13 at computer lab (Behavioural Economics Lab) to teach quantitative techniques and SPSS
1
Study Period 6 times
Independent Learning
5h independent learning
5
Weekly
Online
Online Class
Introductory 1h workshop, Week 1
1
Once only
Independent Learning
Pre-recorded 1h lecture, once a week
1
Weekly
Online Class
1h workshop, weekly, commencing in Week 2
1
Weekly
Independent Learning
5h independent learning
5
Weekly
Attendance / engagement expectations
If your unit is offered On campus, it is expected that you will attend all on-campus and onsite learning activities. This is to support your own learning and the development of a learning community within the unit. If you are unable to attend regularly, please discuss the situation with your course coordinator and/or our UConnect support team.

If your unit is offered Online or includes online activities, it is expected you will engage in all those activities as indicated in the Unit Outline or MyLO, including any self-directed learning.

If you miss a learning activity for a legitimate reason (e.g., illness, carer responsibilities) teaching staff will attempt to provide alternative activities (e.g., make up readings) where it is possible.
 
The Tasmanian School of Business and Economics regularly hosts Masterclasses and Industry Engagement and Employability Events, which students are encouraged to attend. Registration and details will be available via the College of Business and Economics channel on the Uni App and/or via your Unit Coordinator.
 
 
How will I be Assessed?
 
For more detailed assessment information please see MyLO.
Assessment schedule
ASSESSMENT TASK #
ASSESSMENT TASK NAME
DATE DUE
WEIGHT
LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:
Workshop Assessment
See the MyLO site for the due date
30 %
LO1, LO2, LO3
Assessment Task 2:
Research Plan
Week 7
30 %
LO1, LO2, LO3
Assessment Task 3:
Data analysis
Week 13
40 %
LO3
 
Assessment details
Assessment Task 1: Workshop Assessment
Task Description:
Individual or group tasks, depending on the type of in-class activities.
A range of assessment tasks will be completed as part of the workshop program. Tasks include multiple-choice tests, short essay questions, online discussions, short case analyses, application activities etc. For on-campus students, tasks will be completed during the allocated workshop times. For off-campus students, tasks will be completed through MyLO.

Details about these assessment tasks will be provided during the first workshop. Your final mark for this assessment item will be an average of your scores for all the workshop activities.

Note: The marks allocated for group work do not exceed 10%.
Task Length:
12 Weeks
Due Date:
See the MyLO site for the due date
Weight:
30 %
 
CRITERION #
CRITERION
MEASURES INTENDED
LEARNING OUTCOME(S)
1
Explain the concepts of research design, primary and secondary data, and qualitative and quantitative research.
LO1
2
Analyse and evaluate the different survey methods and observation methods used in market research.
LO2
3
Critically analyse research design formulation, including experimentation and causal research, measurement and scaling, and sample design.
LO3
4
Explain and analyse the process of data collection, data analysis, and reporting.
LO3
5
Conduct data analysis techniques, such as frequency distributions, hypothesis testing, cross tabulation, correlation, and regression.
LO3
 
Assessment Task 2: Research Plan
Task Description:
Research plan - The research plan is an individual written assessment that allows you to demonstrate your conceptual and theoretical understanding of the important aspects of marketing research. You will be provided with a ‘Client Brief’’ which will be available on MyLO.

You need to identify the client’s marketing problem and develop the steps in defining a market research study to help decision-making. The proposal must depict the stages in the marketing research process and the logic for using them, and clearly describe what information will be needed, and how and from where it will be obtained. It is essential to include reliable sources of information for your report: where data is collected from the internet, then correct citations are required. Any unsupported statement will not provide credibility to your discussion.
Task Length:
2000 words +/- 10% in length (excluding references)
Due Date:
Week 7
Weight:
30 %
 
 
CRITERION #
CRITERION
MEASURES INTENDED
LEARNING OUTCOME(S)
1
Define and classify marketing research.
LO1
2
Explain the nature and scope of marketing research.
LO1
3
Analyse the importance and complexities involved in defining the marketing research problem.
LO1
4
Critically analyse the process and components of an approach to a marketing research problem.
LO1
5
Explain the definition and classification of research designs as well as the nature, advantages, disadvantages, and evaluations of secondary data.
LO2
6
Explain the distinctive nature of qualitative research and the different procedures by which it is undertaken.
LO2
7
Evaluate the different classifications and administrations of survey and observation methods.
LO3
8
Examine the different classifications of measurement scales and scaling techniques.
LO3
9
Explain the importance, objectives, principles, guidelines, and issues involved in questionnaire design.
LO3
10
Explain the sampling design process and different sampling techniques.
LO3
 
Assessment Task 3: Data analysis
Task Description:
Data analysis report - The data analysis report is an individual written assessment that allows you to demonstrate your technical understanding of the important aspects of marketing research. For this assessment, you will be provided with the following:
- Case
- Questionnaire
- Dataset

To complete this assessment, you are required to write a short report on a set of data and answer specific questions using data analysis software (SPSS).
Task Length:
2000 words +/- 10% in length (excluding references)
Due Date:
Week 13
Weight:
40 %
 
CRITERION #
CRITERION
MEASURES INTENDED
LEARNING OUTCOME(S)
1
Discuss the underlying procedures that guide the ethical collection and preparation of data for analysis.
LO3
2
Examine the different types of statistical tools and how they are applied to analyse different types of collected data.
LO3
3
Interpret and explain statistical output from a marketing perspective.
LO3
 
 
 
How your final result is determined
To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.
Submission of assignments
Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.
Academic integrity
Academic integrity is about acting responsibly, honestly, ethically, and collegially when using, producing, and communicating information with other students and staff members.

In written work, you must correctly reference the work of others to maintain academic integrity. To find out the referencing style for this unit, see the assessment information in the MyLO site, or contact your teaching staff. For more detail about Academic Integrity, see Important Guidelines & Support.
Requests for extensions
If you are unable to submit an assessment task by the due date, you should apply for an extension.
 
A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.
 
The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.
Late penalties
Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.
Review of results and appeals
You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.
 
 
 
 
Required Resources
Required reading materials
You will need the following text [available from the Co-op Bookshop]:

Malhotra, N. K. 2015, Essentials of marketing research: a hands-on orientation, Global Edition, Pearson Education, Harlow, UK.

Note: a digital version of the textbook would be more cost effective and can be acquired from the publisher’s website or online.
 
Recommended reading materials
• Hair, J.F. Jr & Lukas, B.A. 2015, Marketing Research, 4 thedn, McGraw-Hill Education.
• Aaker, D.A, Kumar, V, Day, G.S. & Leone, R. 2009, Marketing research, 10th Ed, John Wiley & Sons, U.K.
• Churchill, G.A. & Lacobucci, D. 2009, Marketing research: methodological foundations, Cengage Learning.
• Malhotra, N.K. 2008, Marketing research: an applied orientation, Prentice Hall, India
Reading Lists provide direct access to all material on unit reading lists in one place. This includes eReadings and items in Reserve. You can access the Reading List for this unit from the link in MyLO, or by going to the Reading Lists page on the University Library website.
 
Other required resources
To complete some learning activities, including Assessment Item 2, you will need access to the statistics software package, SPSS. SPSS is used in many marketing research firms to interrogate datasets. It is therefore of great relevance and usefulness to this unit.

You will need to be able to access and use SPSS, particularly in the latter half of the semester. SPSS is freely available on computers in labs at UTAS campuses in Sandy Bay, Launceston, and Cradle Coast. If the students prefer to have SPSS on their own laptop for convenience, IBM may offer a special discount price for those who are enrolled in BMA331 at the University of Tasmania, more information will be provided in week 7. The cost was quite reasonable and affordable from past years.