Unit Outline

Businesses are changing constantly, and markets are moving at a rapid pace. This means that market research is critical for keeping abreast of such changes. Market research comprises a critical facet of marketing practice; playing a central role in supporting marketing management, business decision-making and helping to solve business problems. Market research is the key to identifying market opportunities and underpins the ability of a firm to make sound decisions. This unit will develop your knowledge of market research principles; the main methods used in market research, and their role in supporting marketing decisionmaking. You will develop knowledge, critical analysis, and creative thinking to define market research problems, data measurement, questionnaire design, sampling, data collection, and data analysis and presentation of results to support marketing decisions. This unit will enable you to undertake market research and develop skills in making decisions based on market research data, solve marketing problems, use statistical software and develop your written communication.

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 theories and principles of market research and compare different approaches
2.	Develop and implement a market research plan to solve marketing problem
3.	Apply and appraise the ethical issues associated with the market research process

Alterations as a result of student feedback

To be determined.

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:	Online tests	See the MyLO site for the due date	30 %	LO1, LO2
Assessment Task 2:	Market Research Plan	Week 8	30 %	LO2, LO3
Assessment Task 3:	Marketing Research Report	Week 13	40 %	LO2, LO3

Assessment details

Assessment Task 1: Online tests

Task Description:

In-class online tests - In weeks 2-11 during the class, you will take an online test designed to assess your knowledge of key concepts and theories
covered that week. Online tests will be available on MyLO only during the class. One (1) attempt will be permitted within the time allowed. Overall, you will take ten (10) individual online tests. These are self-marking tests, and you will know your result immediately. General feedback will be provided.
For distance students, a set time for the weekly release of the test will be negotiated.
More information on this assessment item will be provided in class and on MyLO.

Task Length:

12 minutes

Due Date:

See the MyLO site for the due date

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Explain marketing research needs and objectives.	LO1
2	Explain the concepts related to, and the process of, implementing marketing research.	LO1
3	Compare qualitative and quantitative research methods and their application to marketing research problems.	LO1
4	Critically analyse secondary and syndicated data sources and communicate solutions for research problems.	LO2

Assessment Task 2: Market Research Plan

Task Description:

Market research plan - The market research plan requires you to design a market research study for a research problem posed by the unit
coordinator. This assessment requires you to design a market research study, develop research objectives, and research questions of your
choice, as a platform for a study. You should identify, design and discuss the following aspects of the study:
1. The research objectives/outcomes and provide a brief background that explains their merits (e.g., theoretical contribution and/or practical value)
2. The research questions to be tested and provide a rationale for each
3. The method(s) of data collection and the sample and provide a rationale for each
4. The ethical issues that may be encountered
More information on this assessment item will be provided in class and on MyLO.

Task Length:

1500 words (excluding references)

Due Date:

Week 8

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Identify a marketing problem and develop research questions.	LO2
2	Develop a research plan, including sample definition, survey design, data collection method, and data analysis method.	LO2
3	Critically analyse secondary and syndicated data sources and communicate solutions for research problems.	LO2
4	Apply and demonstrate an ethical code of conduct in planning, implementing and analysing market research.	LO3

Assessment Task 3: Marketing Research Report

Task Description:

Marketing research report - The market research report involves the writing of a research report. You will be provided with a research brief including a
number of client-focused research questions or problems, and a data set. You are required to analyse the data using SPSS to develop a client-focused market research report. The final report must be of a professional standard. Make your report understandable, translate the findings into ‘actionable items’, and most importantly, write in plain English.
More information on this assessment item will be provided in class and on MyLO.

Task Length:

2000 words (excluding references)

Due Date:

Week 13

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Identify a marketing problem and develop research questions.	LO2
2	Interpret the findings from data analysis.	LO2
3	Communicate the research findings in such a way so as to inform decision making, and recognise the biases and limitations of the process.	LO2
4	Apply and demonstrate an ethical code of conduct in planning, implementing and analysing market research.	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: Hair, J. et al. 2014. Marketing Research, 4th edition, McGraw-Hill Education.

Recommended reading materials

Aaker, D.A., Kumar, V., Leone, R.P. and Day, G.S. 2016. Marketing Research, 12th edition, Wiley.

Babbie, E.R. 2013. The Basics of Social Research, 6th edition, Cengage Learning, Wadsworth.

Burns, A. and Bush, R. 2014. Marketing Research, 7th edition, Pearson Education.

Hinton, R., McMurray, I. and Brownlow, C. 2014. SPSS Explained (electronic resource), 2nd edition, Routledge, Taylor & Francis Group.

Ho, R. 2014. Handbook of Univariate and Multivariate Data Analysis with IBM SPSS [electronic resource], 2nd edition, Taylor & Francis.

Malhotra, N.K. 2014. Basic Marketing Research, Pearson International Edition, 4th edition, Pearson Education, Upper Saddle River, NJ.

Malhotra, N.K. 2015. Essentials of Marketing Research: A Hands-on Orientation, Global Edition, Pearson.

Neuman, W.L. 2012. Basics of Social Research: Qualitative and Quantitative Approaches, 3rd edition, Pearson.

Pallant, J. 2016. SPSS Survival Manual: A Step by Step Guide to Data Analysis using IBM SPSS, 6th edition, Allen & Unwin.

Quester, P., Pettigrew, S., Kopanidis, F., Rao Hill, S. & Hawkins, D. 2014. Consumer Behaviour: Implications for Marketing Strategy, 7th edition, McGraw-Hill, North Ryde NSW.

Wuyts, S. 2010. The connected customer: The changing nature of consumer and business markets, Routledge, New York.

Other required resources

In addition to the texts/software recommended above, you are also expected to be familiar with the key academic journals in the discipline from which useful insights may be derived. You are encouraged to review regularly the relevant papers that are published in:
Australasian Marketing Journal
European Journal of Marketing
Industrial Marketing Management
International Journal of Consumer Studies
International Journal of Research in Marketing
Journal of the Academy of Marketing Science
Journal of Advertising
Journal of Business Research
Journal of Consumer Behaviour
Journal of Consumer Research
Journal of Marketing
Journal of Marketing Management
Journal of Marketing Research
Journal of Retailing
Journal of Retailing & Consumer Services
Journal of Services Marketing
Marketing Science
Psychology & Marketing
Qualitative Marketing Research
The following are useful websites:
American Marketing Association www.ama.org
Australian Bureau of Statistics www.abs.gov.au
Australian Market and Social Research Society www.amsrs.com.au
Australian Marketing Institute www.ami.org.au
European Society for Opinion and Marketing Research www.esomar.org
Google www.google.com
OmniPoll (formerly Newspoll) www.omnipoll.com.au
OzTAM www.oztam.com.au
SPSS For Beginners www.youtube.com/watch?v=ADDR3_Ng5CA
Statistical Horizons www.statisticalhorizons.com
Survey Sampling International (SSI) www.surveysampling.com
World Advertising Research Centre www.WARC.com