MARKETNG 7026 - Marketing Research for Decision Makers (M)

North Terrace Campus - Semester 2 - 2014

The course will assist students to understand the process by which market information is collected and analysed and to apply this understanding to the development of a marketing plan in response to a real life client problem. Topics: role of market research, the research process, measurements including univariate data analysis depth interviews and focus groups, bivariate data analysis, multivariate grouping procedures, surveys and questionnaire design, multivariate analysis with dependant variables, sample size, field operation and data processing, experiments, and reporting.

  • General Course Information
    Course Details
    Course Code MARKETNG 7026
    Course Marketing Research for Decision Makers (M)
    Coordinating Unit Business School
    Term Semester 2
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Assumed Knowledge MARKETNG 7005 & MARKETNG 7023
    Course Description The course will assist students to understand the process by which market information is collected and analysed and to apply this understanding to the development of a marketing plan in response to a real life client problem. Topics: role of market research, the research process, measurements including univariate data analysis depth interviews and focus groups, bivariate data analysis, multivariate grouping procedures, surveys and questionnaire design, multivariate analysis with dependant variables, sample size, field operation and data processing, experiments, and reporting.
    Course Staff

    Course Coordinator: Mrs Janet Stone

    Location: Room 10.45, Building 10 Pultney Street
    Telephone: 8313-0090 (email is best)
    Email: janet.stone@adelaide.edu.au
    Course website: www.myuni.adelaide.edu.au

    Tutors:
    William Lake
    william.lake@adelaide.edu.au

    Sylvia Ng
    sylvia.ng@adelaide.edu.au


    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    By the end of this course students should be able to:

    1 Plan and undertake qualitative or quantitative Market Research and demonstrate the ability to appropriately analyse data to resolve marketing issues.
    2 Be able to assess market research for quality and relevance.
    3 Critically analyse market research methods and understand their strengths and weaknesses.
    4 Demonstrate an understanding of the ethical framework that market research needs to operate within.
    5 Understand how marketing research fits into the broader strategic planning process, with reference to existing theories, concepts and models from within the program.
    6 Identify and describe the principal steps involved in the marketing research process.
    7 Recognize the differences in scale types, and describe the principles of data transformation.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1, 2, 5, 6
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 1, 2, 3
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 1, 3, 6
    Skills of a high order in interpersonal understanding, teamwork and communication. 1
    A proficiency in the appropriate use of contemporary technologies. 1, 7
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 2, 5
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. 1, 3
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 4
  • Learning Resources
    Required Resources
    Marketing Research, Hair, J.F., Lukas, B.A., Miller, K.D., Bush, R.P., and Ortinau, D.J., Sydney, McGraw-Hill 3rd edition.

    Course Outline and Powerpoint slides (will be available in course MyUni)
    Recommended Resources
    References
    The Least You Should Know About English, Wilson P. And Glazier T.F., ISBN 978 -0495906339.
    Questionnaire Design and Administration, Frazer and Lawley, 2000, BSL.001 433 F848q
    Essentials of SPSS for Windows Bersions 14 and 15: A Business Approach, Lowe, B., Winzar H. and Ward, S., Thomson Learning, 2007.
    The Art of Asking Questions, Payne, Stanley L., Princeton University Press, 1951.
    http://australia.gov.au/publications/style-manual 

    QUALTRICS
    The data collection software can be found at www.adelaide.qualtrics.com
    Online Learning
    The course MyUni site contains readings and links. MyUni is the primary form of non-class lecturer-to-student contact.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    The course is made up of two complementary components. Lectures cover the content of Market Research. The lectures will be supported by problem-solving tutorials developing material covered in lectures. In the tutorials, students will also work in groups and as individuals, in preparing their Market Research project assignments.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.

    Students in this course are expected to attend all lectures throughout the semester plus attend one tutorial class each week.
    Learning Activities Summary
    Week Lecture Topic Readings Tutorial Assignment
    Due
    1 Role of MR, MR Process, Ethics Ch. 1 No
    tutorial
    2 Problem Definition, Secondary Data,
    Intro to Qualitative Research, Depth Interviews
    Ch.2, 3,
    4
    1
    3 Focus Groups, Making Sense of Qualitative Data Ch. 5, 7 2
    4 Surveys, Measurement - Construct Development Ch. 8, 11 3
    5 Measurement - Scale formats, Questionnaire Design Ch. 11, 12 4
    6 Sampling Ch. 10 5 Assignment
    #1 
    7 Data Analysis - Test for Difference,
    Test for Association
    Ch. 14, 15 6 Assignment
    #2 
    8 Editing and Coding,
    Data Analaysis - Test for Interdependence
    Ch. 13, 16 7
    MID SEMESTER BREAK
    9 Communicating Research Results Ch.17 8
    10 Managing Customer Value with MR Ch. 18, 19,
    20
    9
    11 Experiments and Observation Research Ch. 6, 9 10 Assignment
    #3 
    12 Review 11
    SWOT WEEK
    EXAMS


    Students should note that the lecture and tutorial program outlined above is a guide to the material covered in this unit and not a definitive statement of the material covered. Text book chapters noted above, lecture material and files on MyUni are also a part of the course.


    Tutorial Topics

    The format of tutorials includes class discussion and individual/group consultation.

    Each tutorial will forcus on two activities that require student preparation. The Tutorial Preparation activity focuses on building knowledge and applying skills developed from the previous week’s lecture and textbook readings. The Group Discussion activity focuses on particular assignment requirements. The proportion of time spent on each activity will vary from week to week and within the tutorial groups.

    To make the most of tutorial time, students should have considered the topics and tasks detailed in the Tutorial Schedule provided in the course MyUni. 

  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    The assessment components are as follows:

    Assessment Task Task Type Due Weighting Learning Outcome
    Group Assignment #1
    In-Depth interview report
    Summative

    Week 6

    20%

    1, 3, 4, 6
    Group Assignment #2
    Design a quantitative survey
    Summative Week 7 10%

    1, 3, 4, 7
    Individual Assignment #3
    Data analysis & market research report
    Summative Week 11 20%

    1, 2, 4, 5, 6
    Final Exam 3 hours Summative University exam
    timetable
    50%

    1, 2, 3, 4, 5, 6, 7
    • Self assessment will be available on an ongoing basis throughout the course. Multiple choice questions will be available in MyUni as chapter topics are completed in lectures.
    • Detailed sssessment feedback provided.
    Assessment Detail
    See Assessment Summary section.
    Submission
    Specific details on Assignment submission requirements are available in course MyUni.

    Assignment #1 – In-Depth Interview Report

    This is a Group assessment
    Suggested word limit: 1500 words
    The student must submit one hard copy, a soft copy via Turnitin, and keep a copy for themselves.

    The aims of the assignment include:
    • Providing practical experience of the material taught in this subject
    • To show how research is planned, developed and implemented
    • To show why in-depth interviews are an important part to questionnaire development.

    The learning objectives of this assignment focus on the student’s abilities to:
    • Plan and undertake qualitative Market Research and demonstrate the ability to appropriately analyse data to resolve marketing issues.
    • Critically analyse market research methods and understand their strengths and weaknesses.
    • Demonstrate an understanding of the ethical framework that market research needs to operate within.
    • Identify and describe the principle steps involved in the marketing research process.

    In the first part of the assignment the Group is required to perform in-depth interviews on an agreed topic to be scoped with your tutor based on prescibed elements.

    The Group will be asked to provide a short report.  Specifics of the report structure will be provided. 

    Detailed assessment criteria will be available in the course MyUni.


    Assignment #2 – Design a Quantitative Survey

    This is a Group assessment
    Suggested word limit: 1000 words (excluding survey/questionnaire)
    The student must submit one hard copy, a soft copy via Turnitin, and keep a copy for themselves.

    In addition to the learning objectives detailed in Assessment Summary, the assignment will focus on the student's abilities to:
    • Understand the various stages of survey design.
    • Develop skills and knowledge of the strengths and weaknesses of various question and scale types.
    • Develop skills in questionnaire design and effective question development.
    • Understand the need to relate question development to research objectives .
    • Understand that the end objective of a market research study is to communication useful and valuable information to the client/management.

    The Group will develop a face-to-face or online quantitative survey based on their findings from Assignment #1.  

    Survey structure, report structure and assessment details will be in course MyUni.


    Assignment #3 - Data Analysis and Market Research Report Writing

    This is an Individual assessment but with initial Group requirement
    Suggested word limit: 2,000 words
    The student must submit one hard copy, a soft copy via Turnitin, and keep a copy for themselves.

    This assignment has two steps.
    Step 1- Group Requirement
    Based on the feedback from Assignment #2, the Group will be required to finalise their survey for field implementation, input data and produce a data set.  All Group members will have access to the final data set.

    Step 2 – Individual Requirement
    Use SPSS to analyse the survey data focusing on only one marketing objective.  A market research report is then produced for assessment.

    Details of Report structure and assessment will be in course MyUni.


    Presentation of Assignments
    • Please retain a copy of all assignments submitted.
    • Assignments are to be submitted both in hard copy and electronically. Hard copy to be forwarded to your Tutor. Electronic copy to be forwarded via Turnitin.
    • Please attach an ‘Assignment Cover Sheet’, which is signed and dated by the student before submission.
    • All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission. All team members are expected to contribute approximately equally to a group assignment.

    Lecturers can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.

    Assignment Guidelines including Referencing Details
    A copy of the Postgraduate Programs: Communication Skills Guide will have been given to the student at the beginning of their program. This guide will assist the student to structure their assignments. A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/current/mba/download/2009MBACommSkillsGuide.pdf

    This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for postgraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that the student presents, and sometimes the source of the actual words used, and helps to avoid the problem of plagiarism. (Further information on plagiarism is provided later in this course outline.) The Harvard system is widely used in the Business School. Guidelines for the use of this style of referencing can be found in the Communication Skills Guide.

    Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.

    Late Assignment Submission
    Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day that it is late.

    Return of Assignments
    Lecturers aim to mark and return assignments to students within two (2) weeks of the due date with written feedback. Students are responsible for collecting their marked assignments from either their tutorials or lectures. If assignments aren’t collected after two (2) weeks, the assignments will be available at the Student Hub for two (2) weeks. The remaining assignments will only be posted out to the students, if the correct mailing addresses are on the assignments.

    Copies must also be submitted to MyUni via Turnitin
    Each assignment must also be submitted to MyUni by 3pm on the day that the assignment is due. For Group assignments, only one member of each group needs to do this. This is academic integrity software that simply checks that the student is the authentic owner of the report submitted. Not doing this creates all the same risks for the student as if they hadn’t put the hardcopy in at all; penalties and/or longer waits for the marked papers.

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.