MARKETNG 3502NA - Market Research III

Ngee Ann Academy - 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 3502NA
    Course Market Research III
    Coordinating Unit Adelaide Business School
    Term Trimester 3
    Level Undergraduate
    Location/s Ngee Ann Academy
    Units 3
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 2500NA or MARKETNG 1001NA
    Assumed Knowledge MARKETNG 2501NA
    Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture
    Course Staff

    Course Coordinator: Professor Jodie Conduit

    Course Timetable

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

    First Intensive 2nd - 7th October 

    Thursday Friday Saturday Sunday Monday
    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
    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

    Second Intensive 13th - 18th November

    Thursday Friday Saturday Monday Tuesday
    10 – 11.30am
    Lecture Session
    Data Analysis: Tests of Differences Data Analysis: Multivariate Analysis Consultation Statistics Application test Exam Revision
    11.30am – 1pm Tutorial Session Application of analytical tests Application of analytical tests Consultation on research report Free time on report and presentation
    2 – 3.30pm Lecture Session Data Analysis: Tests of Association Data Interpretation Report Writing  Presentation of Final Report
    3.30 – 5pm Tutorial Session Application of analytical tests Interpretation exercises Identifying key themes

  • 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
    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)

    QUALTRICS The data collection software that we use can be found at 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.
    Online Learning
    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.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    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.


    No information currently available.

    Learning Activities Summary
    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.
    Small Group Discovery Experience
    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

    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
    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
    (Individual Assessment)
    TBA 30% 1, 2, 4, 7, & 8
    Total 100%
    Assessment Related Requirements
    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:
      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 Detail
    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
    - Please retain a copy of all assignments submitted. It is your responsibility to confirm that your lecturer has received your assignment.

    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 at a rate of 5% per day (or part thereof). Submitting your assignment late (with or without an extension) also means you miss the primary marking cycle; it probably will get returned to you a lot later than your classmates get theirs. 

    Return of Assignments
    Lecturers aim to mark and return assignments to students within two (2) weeks of the due date with written feedback.

    Each assignment must also be submitted to by midnight that the assignment is due. Only one member of each group needs to do this, but you must put a copy into Turnitin. This is an academic integrity software that simply checks that you are the authentic owner of the report you submitted. 
    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 ( 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.

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