Unit Outline

Marketing research is the process through which firms acquire market information to support decision-making. Given the rapid changes in consumer behaviour and business environments, it is essential for firms to understand who their customers are, what they do, why they do it, when their purchases occur, and where they take place. Marketing research enables firms to assess whether they are meeting consumer needs and demands, and whether changes are required in the delivery or features of new and existing products.

This unit covers both qualitative and quantitative research approaches, sampling methods, and analytical techniques used in marketing research.

Students will be introduced to the fundamental principles that underpin the design and implementation of effective marketing research. The process includes: problem identification, development of the research approach, formulation of the research design, data collection, preparation and analysis, and the development of marketing strategies. Through the analysis of real-world business cases and the completion of comprehensive research tasks, students will gain deeper insights into the practice of marketing research. The knowledge acquired in this unit will equip students to become skilled marketers capable of designing and conducting market research and developing effective marketing strategies.

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

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:	Marketing Research Plan Proposal	Week 7	30 %	LO1, LO2, LO3
Assessment Task 3:	Data analysis and Interpretation	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. Details about these assessment tasks will be provided during the first workshop.

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 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 using various analytical techniques.	LO3

Assessment Task 2: Marketing Research Plan Proposal

Task Description:

The marketing research plan proposal is an individual written assessment that allows students to develop a research plan for a specific business or industry. Students will identify a managerial problem and translate it into a marketing research problem for further investigation. The proposal will outline the key stages of the marketing research process.

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	Analyse the business/ industry level managerial and problem, and the marketing research problem.	LO1
3	Critically analyse the process and components of an approach to a marketing research problem.	LO1
4	Discuss various marketing research approaches and choose the appropriate approach to solve the marketing research problem.	LO2
5	Analyse the distinctive nature of qualitative, quantitative and secondary data	LO3
6	Examine various measurement and scaling techniques and choose the appropriate technique(s)	LO3
7	Explain and analyse the sampling design process and different sampling techniques.	LO3

Assessment Task 3: Data analysis and Interpretation

Task Description:

Data analysis, interpretation and short answers: This is an individual written assessment (online exam) that allows students to demonstrate their conceptual, ethical and analytical understanding of marketing research.

Task Length:

1500 words

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:

Malhotra, N. K. 2019, Marketing Research: An Applied Orientation, Global Edition, 7th edn, Pearson Education, Harlow, UK, ISBN-13: ‎ 978-1292265636

Note: A digital version of the textbook would be more cost-effective and can be acquired from the publisher’s website or online.