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Unit Outline
Marketing Research
MKTG2305
SEM-1, 2016
Campus: Crawley
Unit Coordinator: Dr. Uwana Evers
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(Cth).
Copying of this material by students, except for fair dealing purposes under the Copyright Act, is prohibited. For the purposes
of this fair dealing exception, students should be aware that the rule allowing copying, for fair dealing purposes, of 10% of the
work, or one chapter/article, applies to the original work from which the excerpt in this course material was taken, and not to
the course material itself
The University of Western Australia 2001
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Unit details
Unit title
Unit code
Availability
Location
Marketing Research
MKTG2305
SEM-1, 2016 (29/02/2016 - 25/06/2016)
Crawley
Credit points
Mode
Face to face
Contact details
Faculty
School
School website
Unit coordinator
Email
Telephone
Consultation hours
Lecturers
Business School
UWA Business School
http://www.business.uwa.edu.au/
Dr. Uwana Evers
uwana.evers@uwa.edu.au
6488 2216
Thursday 10:00am - 12:00pm
Name
Position
Telephone Number
Tutors
Unit contact hours
To be advised
Unit rules
Prerequisites
Incompatibility
MKTG1203 Marketing Management; for pre-2012 courses: MKTG2203 Marketing Management, or MKTG2204
Consumer Behaviour
MKTG3305 Marketing Research
Unit description
This is an introductory unit in marketing research. It provides an overview of the marketing research process and familiarises students
with fundamental concepts of marketing research and frequently encountered research topics and techniques used in marketing
practice. More specifically, the unit covers formulating marketing research problem statements and objectives, developing a research
proposal and writing a research report. Various research designs are examined, as well as associated data collection forms and data
analysis techniques.
Introduction
Welcome to MKTG2305 Marketing Research.
To be an effective marketer, you must be able to use information about the market. This information can come from many sources,
including market research. But how do you evaluate the usefulness or accuracy of market information? This introductory unit in
marketing research will empower you to tell good research from bad. You will be able to do this by learning about the marketing
research process, the fundamental concepts of marketing research and frequently encountered research topics and techniques.
You will learn about market research by actually doing research. In this formative learning process, you will develop skills to
communicate your thoughts clearly and succinctly. You will also learn to work in a research-team environment, where your individual
effort will contribute to accomplishing your teams research task. The knowledge and skills you obtain from undertaking this unit will
help you to become a marketer who can critique, design, and implement research.
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This course involves statistical analysis to address marketing problems. It is strongly recommended that students have completed
STAT1520 Economic and Business Statistics or equivalent. Students who have not completed an introductory statistics course in their
undergraduate program find the statistics component in this course very challenging.
Please note that while the teaching team will assist with marketing-related statistical analysis, they are not able to provide remedial
statistics support. If you have concerns about the statistics requirement, please contact the course coordinator early in the semester.
Unit content
This course covers the fundamental concepts and stages of marketing research within an overall structural framework, including how
to: integrate stages of research, carry out research in a scientific manner, read and analyse research reports, and apply research
skills. The following topics are covered:
Introduction to Marketing Research and the Research Process
Problem Definition, Research Approach and Design
Secondary Data Sources and Qualitative Methods
Survey Methods and Questionnaire Design
Measurement and Scaling Issues
Sampling: Theory, Design and Issues
Data Collection and Preparation
Data Analysis: Frequencies, Hypothesis Testing and Cross-Tabulation
Data Analysis: Testing for Significant Differences, Correlation and Regression
Observational Techniques, Experimental Design
Unit goal
Marketing Research students will solve real world problems in order to become confident, competent professionals. Students will gain
practical skills in obtaining, interpreting and applying data to make informed, effective business decisions.
This course aims to provide students with a background in research methods, and will cover issues related to conducting marketing
research, data analysis, and methods of evaluation related to marketing. Knowledge of these topics will enable students to both
implement and evaluate marketing research during their professional careers. It is assumed that students enrolled in this course have a
basic understanding of marketing terminology and concepts.
Program Goals
Specialised knowledge and skills
Communication
Teamwork
Research skills
Personal, social and ethical awareness
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Learning outcomes
Students are able to (1) demonstrate knowledge and skills in market research through study and research-based inquiry; (2) produce
clear, specific, effective and succinct market research communications; (3) develop skills and knowledge to critically evaluate and
devise solutions for marketing problems; (4) develop skills to complete individual tasks that contribute towards a team-based research
project; (5) demonstrate self-management and independent learning skills; and (6) demonstrate personal awareness of the social and
ethical impact of market research.
Unit schedule
Week
Week
Lecture topic
commencing
Text
Tutorial
Chapter
29 February
NO TUTORIALS
7 March
2, 3
14 March
4-6
21 March
28 March
9, 10
Introductions, tutor
expectations, team
allocation,
value of marketing
information exercise
Mayo Clinic Case: Staying
Healthy with Market
Research
Secondary data evaluation,
projective techniques
exercise
Who Wants to be a
Millionaire Quiz
4 April
11 April
Mid-semester
study break
8
18 - 22 April
25 April
7, 11
17, 18
2 May
10
9 May
12
11
16 May
13
12
23 May
7, 8
13
Preexamination
study break
Semester 1
examination
period
30 May
6 - 10 June
Laboratory
Lab 1:
Introduction to
SPSS
Lab 2: Data
analysis 1
Lab 3: Data
analysis 2
Lab 4: Data
analysis 3
Lab 5: Data
analysis 4
Lab 6:
Research
report analysis
14, 15
NO TUTORIALS
NO TUTORIALS
11 - 24 June
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The lectures will be recorded for electronic distribution. Additionally, PowerPoint slides for each session will be posted on LMS prior to
the lectures. Recordings are available on the Lecture Capture System ECHO (formerly known as Lectopia). These are intended for
revision and also where you are unable to attend a lecture. They should not be seen as a substitute to attending class. This is a
challenging unit and class attendance and participation is especially important.
This unit is designed to provide team-based and problem-based learning. You will address a practical research problem in your team
project. To effectively achieve this you will need to keep up with the prescribed work and consult with your tutor about your progress.
This course includes both tutorial and laboratory sessions. These are important opportunities to be able to apply the models and
principles learnt in the lectures, and develop an understanding and practical experience with the SPSS statistical package. The tutors
and lecturer will also help you with your project during consultation. You should seek clarification of how to apply market research
methods, and which methods are more suitable. The lectures and tutorials will include material from outside the text. This material will
be included in the assessments of this unit.
Attendance
Participation in class, whether it is listening to a lecture or getting involved in other activities, is an important part of the learning
process; therefore it is important that you attend classes. More formally, the University regulations state that to complete a course or
unit students shall attend prescribed classes, lectures, seminars and tutorials.
Success in this unit is dependent on your effort. Tutorial and lab participation will be marked and you will need to attend at least 80% of
these classes. Students failing to attend at least 80% of tutorials/labs during semester will receive a fail grade for this assessment
component, unless they present adequate documentary evidence to justify their absence. You can make up a maximum of three
tutorials/labs. In make-up classes, you should get both tutors to sign the class make-up form that can be found at the end of this
document. If you attend a make-up class, you will not be awarded any participation marks (Note: This will not apply if your missed
class is on a University holiday.)
ACE/AISE/CARS
The academic orientation for undergraduate students includes three online units which must be completed within the first 10 weeks of
enrolment:
AACE1000 Academic Conduct Essentials (ACE)
INDG1000 Indigenous Study Essentials
CARS1000 Communication and Research Skills
Postgraduate and MBA students must complete only AACE1000 Academic Conduct Essentials (ACE).
Assessment
Assessment overview
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Typically this unit is assessed in the following ways: (1) tutorial participation; (2) mid-semester examination; (3) research report; and (4)
final examination. Further information is available in the unit outline.
Assessment mechanism
# Component
1 Class participation
10%
2 Weekly online quizzes 10%
3 Mid-semester
examination
4 Brief presentation +
feedback
5 Research report
6 Final examination
Relates to
outcomes
20%
10%
Week 11: Group presentation uploaded to the LMS by 19 May, 5:00pm (7%) 1-5
20%
30%
Week 12: Feedback on the LMS on the research presentations of the other
three teams in your class by 23 May, 5:00pm (3%)
Week 13: 3 June, 3:00pm
Semester 1 examination period: 11 - 24 June
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1,3-6
1,5
1,5,6
1-5
1,5,6
Assessment items
Item title
Description
Submission
procedure
#1 - Class participation
It is important for your learning that you not only attend class, but actively
participate and engage with the content and your fellow classmates.
Ongoing
This mark is ongoing and awarded primarily for your attendance and participation
in your tutorial and computer labs. Details on how this assessed will be provided
in class and on LMS.
#2 - Weekly online quizzes These quizzes are designed so that you will keep up-to-date and master the unit Via LMS
content each week.
#3 - Mid-semester
examination
#4 - Brief presentation +
feedback
The weekly quiz will be available on LMS on the Friday to Sunday following the
Thursday lecture. It will include content from the lecture and specified textbook
chapters. Each quiz is worth 1% of your final grade.
This exam will assess your knowledge and understanding of Weeks 1-5 of the
unit.
An exam will be held in Week 6 (Thursday 7 April, 8am-10am). The test will be
based upon material presented in lectures, tutorials and your textbook. Format to
be advised.
This assessment has two purposes: (1) to convey key information in a clear,
Via LMS
concise and professional manner, and (2) to receive peer feedback on your
analyses and findings prior to the submission of your research report.
1. Presentation (one 4-5 minute video per team only; assessed individually)
Imagine you must give a brief presentation to your manager on your research
findings. In your team, you must prepare a short video where each team
member conveys part of your research findings from your research report.
Grading criteria will be provided on LMS. Your group presentation must be
uploaded to LMS in Week 11 by Thursday 19 May 5pm. This component is worth
7% of your final grade.
2. Feedback
Individually, you must then provide feedback on the research presentations of the
other three teams in your class in Week 12 by Monday 23 May 5pm. Your
feedback will be individually assessed by the criteria provided on LMS. This
component is worth 3% of your final grade.
#5 - Research report
Data analysis, interpretation, and report writing are important skills to take into
the the work place.
This is a group assignment (working in teams of four or five) that will involve
production of a research report. Data will be provided from a recent survey along
with a research brief including a number of client-focused research questions.
Groups will need to analyse the provided data and write a research report that
directly responds to the clients research questions. The final report is targeted
at your client and must be of a professional standard. Bear in mind that you are
not writing for statisticians, but business managers who may only have limited
understanding of research and statistics. Make your report understandable,
translate the findings into actionable items, and most importantly, write in plain
English.
#6 - Final examination
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Via LMS
are
available
in
the
University
Handbook
at
Software requirements
Microsoft Word, PowerPoint, and Excel or similar applications and SPSS. You should be able to produce documents to
business standards with these tools. Access to a computer is required. Computers with the required programs are available for student
use in the UWA computer laboratories. You are required to use SPSS for data analysis tasks in this unit.
Journals
Journal of Marketing
Journal of Consumer Research
Journal of Advertising
Journal of Retailing
Asia Pacific Journal of Marketing
Australian Business
Marketing News
Journal of the Market Research Society
www.google.com
www.marketingpower.com
www.amro.com.au
www.abs.gov.au
www.aztec.com.au
www.esomar.org
www.gcu.gov.au
www.mrqa.com.au
www.mrsa.com.au
www.marketresearchinfo.com
www.newspoll.com.au
www.oztam.com.au
www.WARC.com
The Business School must ensure that the processes of assessment are fair and are designed to maintain the standards of the School
and its students. The School follows the UWA marks and grades distribution:
Higher distinction
Distinction
Credit pass
Pass
Fail
Fail
Failed component
(HD)
(D)
(CR)
(P)
(N+)
(N)
(FC)
80-100%
70-79%
60-69%
50-59%
45-49%
0-44%
The scaling of marks to ensure comparability between classes is an acceptable academic practice. The School and Board of
Examiners have the right to scale marks where it is considered necessary to maintain consistency and fairness.
Referencing
It is important that the referencing of any sources used in your written work is done properly, if only to substantiate the points you are
making in your assignment or project. The Harvard style is the preferred and there are some notes for guidance which have been
prepared by the library staff: Citing your Sources Harvard Style http://libguides.library.uwa.edu.au/harvard
The EndNote software package is a really good system for building up a database of references. Not everyone will want to invest the
time in using this system but you should consider it if you intend to build up resource materials or plan to undertake extensive research
in a particular area. The library staff have also developed a tutoring package: A Quick Guide to Using EndNote which provides the
basics for using EndNote with an essay http://libguides.library.uwa.edu.au/endnote
Quality assurance
Your assessed work may also be used for quality assurance purposes, such as to assess the level of achievement of learning
outcomes as required for accreditation and audit purposes. The findings may be used to inform changes aimed at improving the quality
of Business School programs. All material used for such processes will be treated as confidential, and the outcome will not affect your
grade for the unit.
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