MARKETNG 3502EX - Market Research III

External - Semester 1 - 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 3502EX
    Course Market Research III
    Coordinating Unit Adelaide Business School
    Term Semester 1
    Level Undergraduate
    Location/s External
    Units 3
    Available for Study Abroad and Exchange Y
    Incompatible WINEMKTG 2501
    Restrictions Available to BWineMark students only
    Course Staff

    Course Coordinator: Professor Jodie Conduit

    Course Timetable

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

     Week Lecture & Workshop Topics Textbook Chapters Tutorial Program Assessment
    1 The Role of Market Research and the Research Process 1 & 2 Krispy Kreme Video Case Study (p37) – via MyUni
    2 Public Holiday: On-line Lecture: Writing a Research Proposal P60 Q5, 8 & 9 Evaluation of a Research Proposal
    3 Qualitative research 3 ‘Client Briefing’ online (Q&A session)
    4 Survey Research 5 Proposal Presentation Research Proposal (15%)
    5 Measurement and Survey Design 8 & 9 Using Qualtrics Survey Critique
    6 Experiments and Observations 6 & 7 Questionnaire Design meeting with ‘Client’ Client Meeting– Questionnaire Design (5%)
    Mid Semester Break
    Mid Semester Break
    7 Sampling and Data Collection 10 & 11 P393 Video Case 11.1 Nielsen Media Mid Semester On-line Quiz (Optional - 10%)
    8 Data Analysis: Tests of Differences 12 & 13 See MyUni for Data Sets and analysis required each week (bring laptop, or equivalent, to class)
    9 Data Analysis: Tests of Association 14
    10 Data Analysis: Multivariate Analysis 15
    11 Interpretation and Report Writing 16 P 593-4: Q1, Q5 & Q6 Research Report (30%)
    12 On-line Lecture: Recap of the Research Process Final Presentation of Findings Presentation (10%)
    Exam Period Exam 30% or 40%

  • 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)


    The data collection software that we use can be found at . You can use your student ID to build a Qualtrics account.
    Online Learning
    Both the MyUni course site and the textbook website are valuable resources for this course. MyUni will be the primary form of contact. You will find all of the lectures recorded and uploaded to MyUni, as well as 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 weekly 2-hour face-to-face lectures (recorded) and one tutorial. The audio of lectures will be uploaded weekly on MyUni.

    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 of private study outside of your regular classes.
    Learning Activities Summary
    Online Quizzes are an optional component of the course. There will be an online quiz available for you to complete each week. 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. These self-check tests give you a great foundation for the optional Mid-Semester Online Quiz (10%).
    Specific Course Requirements
    This course requires you to learn the principles of market research, but you are also required to practically apply those principles. So there are two lectures per week, where we talk about what is in the text, but your major continuous assessment involves conducting a piece of market research. We will allocate the groups in week 1. We don’t want you swapping around. In groups of about five, you will be required to conduct a piece of market research for a client.


    The Research Proposal (due Week 5) and Research Report (due Week 11) will need to be submitted via Turnitin using the MyUni site. Due dates will be on the Thursday evening by 11.59pm. Only one person per group is to submit via Turnitin on behalf of the group members.
  • 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  Weighting Related Learning Outcome
    Assessment 1
    Research Proposal and Presentation (Individual Assessment)
     15%  2, 3, & 4
    Assessment 2
    Client Meeting – Questionnaire Design
    (Individual Assessment)
     5%  2, 4, & 5
    Assessment 3 (Optional)
    Mid Semester Online Quiz
    (Individual Assessment)
     10% optional  1 & 2
    Assessment 4a
    Research Report - Written
    (Group Assessment)
    30% 2, 4, 5, 6, 7, 8
    Assessment 4b
    Research Report - Presentation
    (Individual Assessment)
    10% 2, 4, 5, 6, 7, 8
    Final Exam
    3 hours; closed book
    (Individual Assessment)
    40% (or 30% if optional assessment taken) 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%. 
        o Supplementary exams will be offered to students who achieve 45-49% in the exam in accordance with University policy.
        o 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. In this course, the use of calculators in the examination is not permitted. Also, students are not permitted to bring mobile phones into the examination.
    6. Assessment rubrics will be posted on MyUni.
    Assessment Detail

    No information currently available.

    Presentation of Assignments 
    • Please retain a copy of all assignments submitted. 
    • All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission – even for electronic submissions. All team members are expected to contribute approximately equally to a group assignment. 
    • Hardcopy submission should be made to the ground floor level 10 assignment box, with a digital copy to Turnitin by Midnight of the same day.
    Lecturers can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism. This is a legal document that must be included with every submission.

    Assignment Guidelines including Referencing Details

    A copy of the Postgraduate Programs: Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from

    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 your 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 you present, and sometimes the source of the actual words you use, 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 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. 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. Page
    13 of 16

    Copies must also be submitted to Turnitin

    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. Not doing this creates all the same risks for you as if you hadn’t put the hardcopy in at all; penalties and/or longer waits for your 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 ( 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.