MARKETNG 7026 - Marketing Research for Decision Makers (M)

North Terrace Campus - Trimester 2 - 2015

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 Trimester 2
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    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: Dr Liudmila Tarabashkina

    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

    No information currently available.

    Workload

    No information currently available.

    Learning Activities Summary

    No information currently available.

  • 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

    No information currently available.

    Assessment Detail

    No information currently available.

    Submission

    No information currently available.

    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.