MARKETNG 2505 - Market Research II

North Terrace Campus - Semester 1 - 2018

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 2505
    Course Market Research II
    Coordinating Unit Business School
    Term Semester 1
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 1001
    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

    Course Coordinator: Professor Jodie Conduit

    Course Coordinator: Associate Professor Jodie Conduit
    Location:  Room 10.50, 10 Pulteney Street

    Consultation hours: By appointment
    (please send me an email to book an appointment in advance)

    Course Website:

    Course Facilitator:
    Gediminas Lipnickas email:
    Course Timetable

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


    Lecture & Workshop Topics*

    Textbook Chapters

    Tutorial Program & Small Group Discovery

    Assignments or tasks due

    1 Market Research and the Research Process 1 & 2 No tutorial
    2 The Nature of Qualitative Research 3 Form groups, discussion of the research project: objectives and problem identification Group membership is to be confirmed with the tutor before the end of Week 1.
    3 The Nature of
    Survey (Quantitative) Research


    Development of discussion guides, identification of the target group

    Public Holiday Monday: Tutorials will continue on other days, students to attend another tutorial

    Focus group or interview guides need to be developed this week.

    Focus groups or interviews to be conducted this week.
    4 Survey Design: Writing Questions

    8 & 9 Qualitative Data Analysis &
    Introduction to Qualtrics
    Qualitative data to be analysed this week.
    Sampling and Data Collection

    11 Questionnaire Design and Programming

    Public Holiday Friday: Tutorials will continue on other days, students to attend another tutorial
    Students need to develop and finalise their questionnaires (quantitative surveys).

    Assignment #1 (20%) – soft copy needs to be submitted via Turnitin
    before 1 April (Sunday) by 11:59 pm
    Mid Semester Break

    Data collection (to be completed prior to tutorial in Week 7)

    6 An Overview of Statistical Analysis Techniques &  Introduction to SPSS 10 Students to plan data analysis to address research hypotheses.

    Students need to download data file from Qualtrics, and get access to SPSS.

    7 Public Holiday
    Online Lecture: Experiments and Observations
    6 & 7 Datafile preparation and introduction to SPSS statistics

    Public Holiday Wednesday: Tutorials will continue on other days, students to attend another tutorial
    Students’ to prepare datafile for analysis and commence basic analysis of their own data
    8 Data Analysis:
    Tests of Differences
    12 & 13 Data analysis exercises – data provided on MyUni.
    Descriptive statistics and charting
    Data analysis using students’ data
    Students’ analysis of their own data

    Data Analysis: Tests of  Associations

    14 Data Analysis Exercises – data provided on MyUni.
    Test of difference. Data analysis using students’ data
    Students’ analysis of their own data


    Data Analysis: Multivariate Analysis

    15 Data Analysis Exercises – data provided on MyUni.
    Test of association (bivariate and multivariate). Data analysis using students’ data
    Students’ analysis of their own data
    11 Interpretation and Report Writing 16 Data Analysis & Reporting using own data Assignment #2 (30%) - soft copy needs to be submitted via Turnitin before 27 May (Sunday) by 11:59 pm
    12 Course review All chapters above Assignment 3 (10%) – group presentation in tutorial. Students need to start preparing for exam
  • 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 design a research project including a sampling and research method, develop a focus group or interview guide and a survey, manage data collection, conduct qualitative and quantitative data analysis, 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
    On successful completion of this course, students will be able to:

    1. Discuss the managerial importance of market research and its role in marketing strategy

    2. Provide a detailed overview of the stages in the market research process

    3. Develop a market research design which incorporates appropriate research approaches; including measurement instruments and sampling frames

    4. Use contemporary statistical packages to analyse quantitative data

    5. Interpret data analysis in the context of the identified business problem

    6. Communicate research results in written 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)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    1, 2, 3
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    3, 4, 5
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    3, 4, 5
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    Intercultural and ethical competency
    • adept at operating in other cultures
    • comfortable with different nationalities and social contexts
    • able to determine and contribute to desirable social outcomes
    • demonstrated by study abroad or with an understanding of indigenous knowledges
  • Learning Resources
    Required Resources

    Marketing Research (4th Asia-Pacific Edition) by Zikmund, D’Alessandro, Winzar, Lowe, B., and Babin. Published by Cengage Learning Australia, Melbourne, 2014. ISBN: 9780170369824. An e-book version may also be purchased.

    The 3rd edition of this book can also be used.

    Course Outline and Powerpoint slides (available from MyUni course site).
    Recommended Resources
    Data analysis:
    The following text is not required but may be useful in completing some of the course activities.
    Pallant, J. (2013). SPSS Survival Manual: A Step by Step Guide to Data Analysis Using IBM Spss. McGraw-Hill. BSL: 005.369 S771ZP.

    Qualitative research and data analysis:
    Berg, B.L. (2001). Qualitative research methods for the social sciences. Boston: Allyn & Bacon  BSL: 300.72 B493q.8.
    Morgan, D. L. (1998). The focus group guidebook. Focus group kit 1. London: Sage Publications, Inc. BSL: 001.433 M847f.

    The data collection software that we use can be found at DO NOT GO TO QUALTRICS THROUGH GOOGLE as it will cause account problems. 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 (non-class) 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 a weekly 2 hour lecture and one 1.5 hour tutorial per week. The audio of lectures will be uploaded weekly on MyUni.

    Tutorial classes will be held weekly commencing in Week 2. YOU MUST ATTEND THE FIRST TUTORIAL – we will allocate teams and discuss research briefs in that tute. Students wishing to swap between tutorial classes after this time are required to present their case to the Course Coordinator, but should be aware that such a request may not be approved.

    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.

    Students in this course are expected to attend all lectures throughout the semester plus one tutorial class each week.
    Learning Activities Summary
    Tutorials are an important component of your learning in this course. The communication skills developed in tutorials by regularly and actively participating in discussions are considered to be most important by the School and are highly regarded by employers and professional bodies.

    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 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 2. We don’t want you swapping around. In groups of four or five, you will be required to conduct a piece of market research, involving both qualitative and quantitative methodologies.

    Assignment 1 (week 5), 2 (week 11), and 3 (week 12) will need to be submitted via Turnitin using the MyUni site. Due dates for each assessment are specified in the course outline. All submissions need to occur on the specified date by 11.59 pm. For group assessments, 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 Task Weighting Learning Outcome

    Assignment #1: Qualitative Research Report

    (Individual Assessment)

    20% 1, 2, 3, 4, & 7

    Assignment #2: Quantitative Research Report

    (Group Assessment)


    2, 4, 5, 6, 7, & 8

    Assignment # 3: Presentation of Research Findings

    (Individual Assessment)

    10% 2, 3, & 4

    Final Exam

    (Individual Assessment)

    45% 1, 2, 4, 7, & 8


    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%.
    2. Supplementary exams will be offered to students who achieve 45-49% in the exam in accordance with University policy.
    3. 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.
    4. 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 that it is late.
    5. 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.
    6. 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.
    7. 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.
    8. Assessment rubrics will be provided in the tutorials and posted on MyUni.
    Assessment Detail
    Assignment #1: Qualitative Research Report (Individual Assessment) - 20%
    Due: Sunday Week 5 (1 April) (before 11.59pm) via Turnitin

    The purpose of this assignment is to allow you to gain experience interviewing respondents and analysing the findings from these
    interviews. This will provide you with greater appreciation of qualitative research as both a stand-alone analysis technique and
    preliminary stage to quantitative research. You will be required to prepare an interview guide that addresses the research questions for your project. You should conduct at least THREE (3) interviews or ONE (1) focus group with friends or family members that fit the description of your target sample. You will then need to analyse the interview transcripts (or notes) to provide findings that relate to the research questions.

    Consideration should be given to the following:
    - An executive summary   
    - An overview of the research objectives       
    - An outline of the research methodology (including sample description)      
    - Presentation of the Findings
    - Conclusion and Recommendations
    - Interview Guide and Transcripts to be included as Appendices

    Written Reports should be no more than 1,500 words (excluding cover pages) and must be submitted via Turnitin.

    Please see the Rubric on MyUni for this assessment for further detail.

    Assignment #2: Quantitative Research Report (Group Assessment) - 30%
    Due: Sunday Week 11 (27 May) (before 11.59pm) via Turnitin

    The purpose of this assignment is to prepare a research report that summarises the findings from the research project you have conducted (research brief to be provided). Having defined your research problem, collected data and analysed it, this report allows you to bring it all together to demonstrate the market research process in action. You are expected to provide an overview of the aims and research method used, as well as focus on the research findings and what that means for the business.

    Consideration should be given to the following:
    - An executive summary   
    - An overview of the business problem and research objectives       
    - An outline of the research methodology      
    - Presentation of the Results      
    - Conclusion and Recommendations

    Written Reports should be no more than 10,000 words or 20 pages (excluding cover pages and Appendices) and must be submitted via Turnitin.

    This assignment will be submitted and marked as a group assessment. If you are experiencing issues with the contribution of any group members please speak to your tutors and/or the lecturer-in-charge as early as possible – upon submission of the assignment is too late. Each group will be required to submit a peer assessment of group members.  
    Please see the Rubric on MyUni for this assessment for further detail.

    Assignment # 3: Presentation of Research Findings (Individual Assessment) - 10%
    Due: In tutorial time week 12

    The purpose of this presentation is to provide students with an opportunity to present the key findings of their research project. In business, most research reports are presented to key stakeholder groups. It is up to the group to best determine the format and approach they wish to take for this presentation.

    Consideration should be given to the following:     
    - The business problem addressed       
    - An outline of the research method and sampling approach      
    - An overview of key research findings
    - Recommendations for business strategy

    Presentations must be no longer than 15 minutes

    Group presentations will have a component to examine the quality of an individual’s presentation skills.

    Please see the Rubric on MyUni for this assessment for further detail. 

    Final Exam (Individual Assessment) - 40%
    During official exam period – Date TBA

    There will be a 3-hour exam focussed on the theoretical components covered in this course. The content covered will include the topics addressed in the prescribed textbook and any material covered in lectures and tutorials.
    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.
    • Assignments 1 and 3 must be submitted as a digital copy via Turnitin before 11.59 pm of the assigned day.
    • Hardcopy submission of Assignment # 3 should be made to your tutor prior to your scheduled presentation (inability to reach your tutor is not an acceptable reason for not submitting).
    • Assignment #2 must be submitted via Turnitin at the end of the allotted time in tutorial.

    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.

    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 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. Assignments for this course will be marked either online or using the hardcopy – your tutor will advise you of his/her preferred marking option.
    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.