MARKETNG 3502 - Market Research III

North Terrace Campus - Trimester 3 - 2015

This course will provide students with an in depth understanding of market research. Students will be involved in a practical application of market research via a group project which will focus on a real company situation. Students will write a research brief, determine the research methodology and conduct interviews and surveys as required. Students will be responsible for presenting their findings in both written and oral form to their clients.

  • General Course Information
    Course Details
    Course Code MARKETNG 3502
    Course Market Research III
    Coordinating Unit Business School
    Term Trimester 3
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 2500 or MARKETNG 1001
    Incompatible MARKETNG 3012 & WINEMKTG 2011 or WINEMKTG 2501WT
    Assumed Knowledge MARKETNG 2501
    Course Description This course will provide students with an in depth understanding of market research. Students will be involved in a practical application of market research via a group project which will focus on a real company situation. Students will write a research brief, determine the research methodology and conduct interviews and surveys as required. Students will be responsible for presenting their findings in both written and oral form to their clients.
    Course Staff

    No information currently available.

    Course Timetable

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

  • Learning Outcomes
    Course Learning Outcomes

    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 that can be addressed in a research design

    4. Develop a market research design; including
         · Identifying appropriate research approaches (from qualitative, survey, observation, and experimental research techniques)
         · Preparing measurement instruments (including surveys and focus group outlines)
         · Designing a sampling approach and sampling frame

    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

    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 & 4
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 3, 4 & 7
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 3, 4 & 7
    Skills of a high order in interpersonal understanding, teamwork and communication. 3, 4, 5, 6 & 7
    A proficiency in the appropriate use of contemporary technologies. 5,6 & 7
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 1
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. 7 & 8
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 7 & 8
  • Learning Resources
    Required Resources
    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

    Please note the update to the 3rd edition of this textbook.
    Recommended Resources
    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)

    Online Learning
    MyUni

    Both the MyUni course site and the textbook website are valuable resources for this course. MyUni will be the primary form of (non-class) lecturer-to-student contact. You will find all of the lecture and sessions recorded and uploaded to MyUni, as well as other tools which are extremely valuable for crystallising the concepts covered in lectures and tutorials

    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.
  • 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.