MARKETNG 3006 - Delivering Customer Insights

North Terrace Campus - Semester 1 - 2019

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 3006
    Course Delivering Customer Insights
    Coordinating Unit Adelaide Business School
    Term Semester 1
    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 1001
    Incompatible MARKETNG 2505
    Assessment Exams/assignments/tests/tutorial work as prescribed at first lecture
    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 Tutors: Kate Sansome email:
                            Meike Fens email:

    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 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

    No information currently available.

  • 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. Previous editions 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.You will be given instructions no how to do this in tutorials.
    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 1.5 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 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

    Week Lecture Topics Textbook Chapters Tutorial Program Assignments or tasks due
    1 Market Research and the Research Process 1 & 2 No tutorial
    The Nature of Qualitative
    3 Form groups, discussion of the research project: objectives and problem identification. Group membership and topic selected is to be
    Week 2 Public Holiday Monday: Lecture is rescheduled to Friday 1 – 3pm Scott Theatre Public Holiday Monday: Tutorials are rescheduled to Friday 11-12.30pm in Nexus 228
    3 The Nature of Survey (Quantitative) Research 5 Development of interview guides, identification of the target group. Practice interview techniques. Interview guides need to be finalised and interviews
    4 Measurement and Questionnaire Design 8 & 9 Qualitative Data Analysis. Design thinking - theme identification and mind mapping techniques. Qualitative data to be
    analysed and report written.
    Assignment #1 (10%): Qualitative Report –needs to be submitted via Turnitin by 31 March 2019 (Sunday)
    5 Sampling and Data Collection 10 Introduction to Qualtrics, Questionnaire Design and Programming Develop and finalise questionnaires
    (quantitative surveys).
    6 Experiments and Observations 6 & 7 Plan data analysis to address hypotheses. Continue with finalisation of questionnaire design. Finalise access to Qualtrics and SPSS.
    Assignment #2 (5% formative assessment): Questionnaire Design – needs to be submitted via Turnitin before 14 April 2019 (Sunday)
    Mid Semester Break
    7 Descriptive Statistics &  Introduction to SPSS 11 Data analysis using students’ data. Datafile preparation and introduction to SPSS statistics Students’ to prepare datafile for analysis and
    commence basic analysis of their own data
    8 Data Analysis: Tests of Differences 12 & 13 Data analysis using students’ data - Descriptive statistics and charting Students’ analysis of their own data
    9 Data Analysis: Tests of  Associations 14 Data analysis using students’ data - Test of difference Students’ analysis of their own data
    10 Data Analysis: Multivariate Analysis 15 Data analysis using students’ data - Test of association (bivariate and multivariate). Students’ analysis of their own data
    11 Interpretation and Report Writing 16 Data Analysis & Reporting using own data Assignment #3 (30% inclusive of 5% from questionnaire design) - needs to be submitted via Turnitin before 2 June 2019(Sunday)
    12 Course Review ALL Assignment #4 (10%) – group presentation in tutorial. Students need to continue preparing for exam
    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.

    Assignments are 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
    Participation (Individual Assessment) 10%
    Assignment #1: Qualitative Research Report (Individual Assessment) 10%
    Assignment #2: Questionnaire Design (Group Assessment)
    Formative Assessment: Can be included in Assignment #3 for re-assessment
    Assignment #3: Quantitative Research Report (Group Assessment) 25%
    Assignment # 3: Presentation of Research Findings (Individual Assessment) 10%
    Final Exam (Individual Assessment) 40%
    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

    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.
    • Assignments 1 and 3 must be submitted as a digital copy via Turnitin before 11.59 pm of the assigned day.
    • Hardcopy submission of Assignments should be made to your tutor prior to your scheduled presentation (inability to reach your tutor is not an acceptable reason for not submitting).
    • Assignments 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
    Lecturersaim to mark and return assignments to students within two (2) weeks ofthe 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, theassignments 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.