First Intensive 2nd - 7th October 

	Thursday	Friday	Saturday	Sunday	Monday
10-11.30am Lecture Session	The Role of Market Research and the Research Process	The Nature of Survey Research	Consultation	Overview of Statistical Analysis Techniques	Using Qualtrics
11.30am - 1pm Tutorial Session	Discussion of the Research Project	Project Design #1		Assessing Questionnaires	Free time to work on research project
Lunch
2 - 3.30pm Lecture Session	The Nature of Qualitative Research	Writing Questionnaires: Measurment and Survey Design		Sampling and Data Collection	Recap of the Research Process
3.30 - 5pm Tutorial Session	Writing & Evaluating Research Proposals	Questionnaire Design		Project Design #2	Presentation of Research Proposal

Knowledge and Understanding

This course is designed to provide students with a basic understanding of the market research process and the role of market research in strategic decision-making. There will be a focus on understanding the theoretical components of research design, as well as developing practical skills in data collection, analysis and interpretation.

Through practical application within a market research project, students will present a research proposal, design a sampling and research method, develop a survey instrument, manage data collection, conduct statistical analysis techniques, interpret results, and present research findings. Emphasis will be placed on developing written and oral communication skills for presentation to corporate clients. Ethical business frameworks will also be reiterated and required to be adopted.

Learning Outcomes

By the end of this course students should be able to:

1. Discuss the scope and managerial importance of market research and its role in the development of marketing strategy

2. Provide a detailed overview of the stages in the market research process

3. Develop research questions and objectives and write a research proposal

4. Develop a market research design; including:

5. Manage the data collection process

6. Use contemporary statistical packages to calculate and report descriptive statistics from quantitative data

7. Interpret data analysis in the context of the identified business problem

8. Communicate research results in written report and oral presentation formats

Marketing Research (3rd Asia-Pacific Edition) by Zikmund, D’Alessandro, Winzar, Lowe, B., and Babin. Published by Cengage Learning Australia, Melbourne, 2014. ISBN: 9780170236027

An e-book version may also be purchased ISBN: 0170236021

The following text is not required but may be useful in completing some of the course activities.

Field, A. (2009). Discovering Statistics Using SPSS (Introducing Statistical Methods) (3rd ed.). London, England: Sage Publications. ISBN 9781847879073 (Paperback) ISBN 9780857020963 (e-book)

QUALTRICS The data collection software that we use can be found at www.adelaide.qualtrics.com. You can use your student ID to build a Qualtrics account.

SPSS Statistical Package will be required for data analysis. Details will be provided during the first intensive.

The MyUni course site is a valuable resources for this course. MyUni will be the primary form of contact between intensives. You will find a series of self check questions which are extremely valuable for crystallising the concepts covered in lectures and tutorials.

This course entails two intesive face-to-face periods from the 2nd - 7th October and the 13th - 18th November. The course activity page outlines the daily structure of classes during these periods. Additional materials are provided on-line via MyUni.

Tutorials are an important component of your learning in this course. The communication skills developed in tutorials by actively participating in discussions are considered to be most important by the School and are highly regarded by employers and professional bodies.

Online Quizzes are an optional component of the course. There will be an online quiz available for you to complete for each topic. They consist of 25 multiple choice questions, can be done as many times as you like, and do not count for your assessment. The questions themselves test the theoretical components of the course.

This course requires you to learn the principles of market research, but you are also required to practically apply those principles. The major continuous assessment involves conducting a piece of market research in small groups. Your group will liasie directly with the lecturer throughout the course on this project.

Assessment	Due Date	Weighting	Learning Outcomes
Research Proposal (Individual Assessment)	Saturday 11th October by 11.59pm Submitted via turnitin	15%	2, 3, & 4
Proposal Presentation (Individual Assessment)	Tuesday 7th October (in class)	5%	2, 3, & 4
Statistics Application Test (Individual Assessment)	Monday 17th November (in class)	10%	6 & 7
Final Report (Group Assessment)	Friday 22nd October by 11.59pm Submitted via turnitin	30%	2, 4, 5, 6, 7, & 8
Report Presentation (Individual Assessment)	Tuesday 18th November (in class)	10%	2, 4, 5, 6, 7, & 8
Exam (Individual Assessment)	TBA	30%	1, 2, 4, 7, & 8
Total		100%

1. To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49%.
   • Supplementary exams will be offered to students who achieve 45-49% in the exam in accordance with University policy.
   • Students achieving less than 45% for the exam – regardless of overall course mark – will receive a fail. This is when the student has shown nowhere near enough understanding of the course in the exam.
2. All assignments are to be lodged prior to the due date and time. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day, or part of a day, that it is late.
3. Extensions to the due date of individual assessment may be granted under special circumstances. An extension request or application for supplementary exam based on illness or compassionate grounds must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at: www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf
   Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted.
4. Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted for poor hand-writing and grammatical expression.
5. Students in this course are not permitted to take a DICTIONARY (English or English-Foreign) into the examination. Also, students are not permitted to bring mobile phones into the examination.
6. Assessment rubrics will be provided in class and posted on MyUni.

Assessment 1 & 2: Research Proposal & Presentation (Individual) - 15%

Due: Presentation Tuesday 7th October (in class)
Written Proposal submitted via turnitin (MyUni) by 11.59pm on Saturday 11th October

The purpose of this assignment is to prepare a research proposal in response to the client brief provided. Consideration should be given to the following: 

- Defining the business problem and research objectives 
- Selection of a research design 
- Sampling approach 
- Data gathering and analysis 
- Final reports 

Written Reports must be no more than 5 pages & presentations no longer than 15 mins

Although each group will submit one proposal there will be the ability to discriminate grades among the group members. Consideration will be given to the cohesion of the report as a whole.
Please see the Rubric on MyUni for further detail.

Assessment 3: Statistics Application Test (Individual) - 10%
This test will be conducted on Monday 17th November in class

Students will be provided with further detail and the Rubric during the first intensive session.

Assessment 4: Research Report - Written (Group) - 30%
Written Report submitted via turnitin (MyUni) by 11.59pm on Friday 21st October

The purpose of this assignment is to prepare a research report that summarises the findings from the research project you conducted.
Consideration should be given to the following:
ï‚· An executive summary
ï‚· An overview of the business problem and research objectives
ï‚· An outline of the research methodology
ï‚· Presentation of the Results
 Conclusion and Recommendations 


Written Reports should be no more than 25 pages (including appendices).

Please see the Rubric on MyUni for further detail. 


Assessment 5: Research Report - Presentation (Individual) - 10%
Due: Presentation Tuesday 18th November (in class)

The purpose of this presentation is to provide students with an opportunity to present the key findings of their research project.
Consideration should be given to the following:
ï‚· The business problem to be addressed
ï‚· An outline of the research methodology and sampling approach
ï‚· An overview of key research findings
 Recommendations for business strategy 


Presentations must be no longer than 20 minutes.

Please see the Rubric on MyUni for further detail.

Presentation of Assignments