Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): (24108 Marketing Foundations AND (26133 Business Information Analysis OR 26134 Business Statistics))
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject introduces the concepts and practices of marketing research. Topics covered range from research problem definition to research design, implementation and finally interpretation of research results. The subject specifically focuses on Australian practices, procedures and ethics. Considerable focus is placed upon the microcomputer and its role in modern research. Skill development in both spreadsheet and statistical applications software is a key aim.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Demonstrate their understanding of the relevant theories and practices of marketing research
2. Conceive, design, and execute a marketing research project using appropriate methodologies, and clearly present the results in everyday language, for managerial decision-making
3. Critically evaluate research conducted by others, e.g., the methodology, sampling, measurement, analysis, and interpretation, to assess to likely validity of the findings of that research.

Contribution to graduate profile

The basis for effective decision-making is clear, concise and accurate information. Introductory Marketing Research introduces students to the key concepts, and methods of conducting research to obtain information to aid marketing decision-making. Emphasis is placed on the practice of conducting marketing research, including selecting an appropriate research design, good sampling practice, sound questionnaire design, the use of appropriate data collection techniques, the selection of appropriate statistical tests, and interpretation of the output.

Teaching and learning strategies

Lectures will normally be two hours in duration, and will involve presentation of new theoretical material. It will be assumed that students have completed the assigned reading before each lecture. Tutorial/laboratory sessions will consist of two components. Firstly, individual exercises designed to illustrate the key concepts, issues, and practices of the topic for that week. Secondly, group work on the Research Project. Each week students are expected to bring the results of their work with them to class, and discuss with their tutor what progress has been made on their project. Groups will receive guidance from their tutor each week, as to how to proceed to the next stage of their project. In addition, later in the semester the tutorial sessions will be used to teach students how to use SPSS for Windows to assist their analysis.

Content

• Problem identification and definition
• Exploratory research and qualitative analysis
• Survey research
• Experimental research and test marketing
• Attitude measurement and questionnaire design
• Sampling designs and procedures
• Conducting fieldwork
• Statistical analysis and interpretation
• Reporting results to management.

Assessment

Research Proposal and Questionnaire (Group)	20%
This addresses objectives 1 and 2.
Project Analysis and Interpretation (Group)	10%
This addresses objectives 1 and 2.
Formal Examination - Essay questions (Individual)	70%
This addresses objectives 1, 2 and 3.

The examination will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. The assignment will be secured by week to week monitoring of student groups' projects in tutorials. Students will be unable to introduce work done by others, as the tutor is working with them from Week 1 in choosing their research topic, and giving specific advice each week as to how to proceed. The tutor will immediately recognise work that is inconsistent with their advice, and with the project to that point in time.

Recommended text(s)

Zikmund, William G. (2003), Exploring Marketing Research, 8th edition, Mason: OH, Thompson Learning.

Indicative references

Alreck, Pamela L. and Robert B. Settle (1995), The Survey Research Handbook, Burr Ridge, ILL: Irwin.

Bruner, Gordon C. II, and Paul J. Hensel (1996), Marketing Scales Handbook, Chicago, ILL: American Marketing Association.

Coakes, Sheridan J. and Lyndall G. Steed (2001), SPSS: Analysis Without Anguish (Version 10) John Wiley and Sons, Brisbane.