24309 Research for Marketing Decisions

Subject level: Undergraduate

Handbook description

This subject introduces the concepts and practices of marketing research. It provides the knowledge and skills to manage in practice a range of tasks from research problem definition to research design, implementation and finally interpretation of research results. After completion, students are able to develop marketing research projects and support their implementation and assessment.

Subject objectives/outcomes

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

1. Evaluate & develop marketing research projects
2. Apply marketing research knowledge and skills in practice to assist managerial decision-making
3. Assess & employ relevant qualitative & quantitative research methods in an ethical manner.
4. Work more effectively in teams to develop interpersonal, leadership and communication skills.
5. Present more effectively in an informal and formal manner the findings of the group work components.

Contribution to graduate profile

This subject introduces the concepts and practices of marketing research. It provides the knowledge and skills to manage in practice a range of tasks from research problem definition to research design, implementation and finally interpretation of research results. After completion, participants will be able develop marketing research projects and support their implementation and assessment.

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate; and the workshops are built around in-class exercises and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

The subject will address topics like the following:

• Marketing research process
• Qualitative and quantitative research methods
• Marketing research ethics
• Marketing research management & evaluation

Assessment

Assessment item 1: Mid-semester exam (individual)

Assessment item 2: Project Report(Group)

Assessment item 3: Final Examination (Individual)

Required text(s)

Hair, Joseph, Bryan Lukas, Kenneth Miller, Robert Bush, David Ortinau (2008), Marketing Research 2 edn, McGraw-Hill Irwin (http://www.mhhe.com/au/hair)

Faculty of Business (2006), Guide to Writing Assignments (available from the Co-op Bookshop and from http://www.business.uts.edu.au/teaching/guide/guide.pdf)

Recommended text(s)

Coakes, Sheridan J. and Lyndall G. Steed, (2007) SPSS: Analysis Without Anguish

(Version 15) John Wiley & Sons, Brisbane.

Note: you can access SPSS remotely through the virtual lab. There are instructions at the virtual lab site below. Read the instructions carefully. If you are having trouble with access you probably need to install or reinstall Citrix so follow the instructions given under 'using the virtual lab' (www.itd.uts.edu.au/virtuallab)

Janssens, Wim, Katrien Wijnen, Patrick De Pelsmacker, and Patrick Van Kenhove (2008), Marketing Research with SPSS, Prentice Hall

McGivern, Y. (2006) The Practice of Market and Social Research — An Introduction, 2nd edn, Prentice Hall

Malhotra, Naresh, John Hall, Mike Shaw, and Peter Oppenheim (2008), Essentials of Marketing Research — An Applied Orientation, 2nd edn, Pearson

Bruner, Gordon C. II, Paul J. Hensel and Karen E. James (2005), Marketing Scales Handbook, Volume IV, South-Western Educational Pub

Bearden, W.O., Netemeyer, R.G., (1999) Handbook of Marketing Scales, 2nd edn, Sage Publications