University of Technology SydneyHandbook 2008

24720 Marketing Research

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Requisite(s): 24734 Marketing Management OR 24746 Marketing: Concepts and Applications
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 provides a comprehensive account of the marketing research process, from problem recognition and definition through all the procedural steps of findings and recommendations for marketing decision making. Specific treatment of the nature, role and management of marketing information in a corporate setting provides a basis for discussion and development of research methodology.

Topics covered include a fundamental component of the marketing process – the generation and management of the marketing information resources of an organisation. In this sense, the subject is critical to discussion of specific, functional decision areas of marketing in other subjects in the course. The practical emphasis further contributes to the student's understanding of the problems and potentials inherent in the collection and analysis of marketing data.

Subject objectives/outcomes

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

  1. Apply marketing research knowledge and skills to assist managerial decision-making.
  2. Understand the main areas in which the validity of marketing research projects may be reduced, and take appropriate corrective action.
  3. Personally conduct an important marketing research project, or direct others in the appropriate methods to conduct valid marketing research on an issue of managerial importance.
  4. Critique research conducted by others, and offer informed opinion on the validity of that research, and whether the managerial recommendations flowing from that research are justified.
  5. Use appropriate statistical procedures, be able to correctly interpret the output, and clearly communicate the implications of the findings to decision-makers.
  6. Competently use appropriate statistical software to conduct data analysis.
  7. Behave ethically when conducting marketing research, and when presenting the findings to decision-makers.

Contribution to graduate profile

The basis for effective decision-making is clear, concise and accurate information. Marketing Research introduces students to the key concepts and methods of conducting valid, actionable research to obtain information to aid marketing decision-making. This subject provides a basis for understanding the theory and practice of marketing research, to achieve this end.

Content

  • Emphasis will be placed on the practice of conducting marketing research.
  • 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.
  • The material in this subject will range from problem definition, through to interpretation of research results and presentation of the findings.
  • A solid grounding in statistical procedures will be provided to students as they explore in detail how to conduct valid, actionable research using computers to facilitate the research process, specifically SPSS for Windows.
  • The subject covers important theoretical knowledge necessary to conduct valid marketing research, but is also highly practical in its content and approach.

Assessment

Research Proposal (Group)20%
Conducting quality research requires careful thought and planning, and this is one of the key benefits of preparing a detailed 'research proposal.' The research proposal has been called a 'blueprint for research activity,' i.e. it specifies exactly what is to be done to answer the research problem. As such, the better the research proposal, the easier it will be for students to conduct their research. This addresses objectives 1-3, 5 and 7.
Data Analysis and Interpretation (Individual)30%
Groups will receive comprehensive feedback from the marker on their Research Proposal, which will identify areas in which the project as conceived, may be deficient and require modification. Students should therefore carefully read and consider all comments by the marker, and address each of the issues raised. The remainder of the project will consist of presentation of the results of the analysis, interpretation and reporting of the findings, with recommendations to management. NB: All relevant SPSS output should be cut and pasted into the body of the document itself, and discussed there, and not placed in an Appendix. Also, all groups must submit a floppy disk with the hard copy of the final report. This disk should contain all SPSS data files used, and all relevant SPSS output files, plus a Word file containing a presentation of the analysis, interpretation, and recommendations to management. Groups will not have their assignment marked until this disk is received, and if no disk is received, the group will receive zero for the Data Analysis and Interpretation. This assessment addresses objectives 4 and 6.
Final Examination (Individual)50%
The final examination is of 3 hours duration and will be held during the formal examination period. The examination will evaluate your knowledge and understanding of marketing research, with a strong emphasis on core theory, but it will also be highly practical. In order to prepare yourself for the examination it is strongly recommended that you read the textbook, attend lectures, complete all of the exercises, and have a good understanding of each and every component of the research process, by being heavily involved in the group research work. You should check UTS Online and the Faculty noticeboard and examination timetable for the date and time of the examination. Note: This is a closed book examination. This assessment addresses all objectives.

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.