MARKETNG 2505NA - Market Research II

Ngee Ann Academy - Trimester 3 - 2016

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 2505NA
    Course Market Research II
    Coordinating Unit Adelaide Business School
    Term Trimester 3
    Level Undergraduate
    Location/s Ngee Ann Academy
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange
    Course Staff

    Lecturer: Dr Jodie Conduit

    Telephone: + 61 8 8313 7024

    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 design a research project including a sampling and research method, develop a focus group 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
    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 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, 4
    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, 4,7
    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, 4,7
    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 (3rd Asia-Pacific Edition) by Zikmund, D’Alessandro, Winzar, Lowe, B., and Babin. Published by Cengage Learning Australia, Melbourne, 2014. ISBN: 9780170236027
    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 intensive face-to-face periods. 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

    First Intensive 10th – 14th October

                                  Monday Tuesday Wednesday    Thursday Friday
    Lecture Session

    Introduction and

    The Nature of
    Survey Research


    Using Qualtrics

    Project Design
    Session #3

    11.30am - 1pm
    Tutorial Session
    The Role of Market
    Research & the
    Research Process
    Project Design
    Session #1
    Consultation Project Design
    Session #2
    Project Design
    Session #3

    Lecture Session

    The nature of
    Qualitative Research

    Measurement and
    Survey design

    Sampling and Data Collection

    Presentation of
    Research Proposals

    Tutorial Session
    Discussion of the
    Research Proposal
    and Rsearch Project (Assignment)
    Writing Questionaires Overview of Statistical
    Analysis Techniques

    Presentation of
    Research Proposals continued...

    Second Intensive 21st – 25th November

    Monday Tuesday Wednesday Thursday Friday
    Lecture Session

    Data analysis:
    Tests of Differences Process

    Data Analysis:
    Multivariate Analysis


    Report Writing Skills

    Exam revision
    11.30am - 1pm
    Tutorial Session

    Application of
    Analytical tests

    Application of
    Analytical tests


    Project Work #2

    Exam revison


    2 - 2.30pm
    Lecture Session

    Data Analysis:
    Tests of Association

    Data Interpretation

    Consultation on Research

    Final Presentations

    3.30 - 5pm
    Tutorial Session

    Application of Analytical tests

    Project Work #1

    Consultation on Research
    Reports continued...

    Final Presentations

    Specific Course Requirements

    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 liaise 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 Task Due Weighting Learning Outcome
    Research Proposal
    (Individual Assessment)

    Sunday 23rd Oct by 11.59pm
    Submitted via Turnitin

    20% 2, 3 & 4
    Proposal Presentation
    (Individual Assessment)
    Friday 14th October (in Class) 10% 2, 3 & 4
    Final Report
    (Group Assessment)
    Sunday 11th December by 11.59pm
    Submitted via Turnitin
    30% 2, 4, 5, 6, 7 & 8
    Report Presentation
    (Individual Assessment
    Friday 25th November (in Class) 10% 2, 4, 5, 6, 7 & 8
    (Individual Assessment)
    TBA 30% 1, 2, 4, 7 & 8
    TOTAL 100%
    Assessment Related Requirements


    Statutory obligations in Singapore are such that attendance in person is a compulsory condition of passing a course. Our specific requirements are that students must attend at least 80% of class sessions to be graded for that course. For these purposes each intensive weekend is defined as comprising 5 sessions with 1 on Friday evening and 2 on each of Saturday and Sunday. 

    Each course in total comprises 10 sessions; Students must attend a minimum of 8 sessions to be eligible to be given a grade for the course. Students failing to meet these requirements will be automatically graded 0% Fail (F) on their transcripts. 

    Assessment Requirements

    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.

    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.

    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.

    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.

    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.

    Assessment rubrics will be posted on MyUni
    Assessment Detail

    Assessment 1 & 2: Research Proposal & Presentation (Individual) - 30%

    Due: Presentation Friday 14th October (in class)

    Written Proposal submitted via turnitin (MyUni) by 11.59pm on Sunday 23rd 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 & presentation length will be advised

    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: Research Report - Written (Group) - 30%

    Written Report
    submitted via turnitin (MyUni) by 11.59pm on Sunday 11th December 

    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:

    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 25 pages (including appendices). This assignment will be submitted and marked as a group assessment.

    Please see the Rubric on MyUni for further detail.

    Assessment 4: Research Report - Presentation (Individual) - 10%

    Due: Presentation Friday 25th 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:

    The business problem to be addressed
    An outline of the research methodology and sampling approach
    An overview of key research findings
    Recommendations for business strategy 

    Presentation length will be advised. 

    Please see the Rubric on MyUni for further detail.

    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 ( 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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