Overview
Organisations are increasingly using marketing research, insights and analytics to inform marketing decision-making. Data from marketing research is also used to forecast new trends and future implications. This unit equips you with skills to systematically conduct marketing research and you will examine how to design research, gather, analyse and present data for effective decision-making. You will also learn how to apply new tools and techniques for questionnaire design and data analysis. Contemporary digital marketing analytics techniques will be examined and evaluated.
Details
Pre-requisites or Co-requisites
Prerequisite: MRKT 11029
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 1 - 2018
Attendance Requirements
All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure – International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback – Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Moodle
Assessment 2 required more guidance.
More information and guidance will be provided to students regarding Assessment 2.
Online tutorials were offered to discuss the specifics of all assessments. These were recorded and made available in Moodle. Pdf briefing sheets and clearer information were also made available through Moodle.
Feedback from Moodle
Great course materials and resources and marketing research professional knowledge and engaging classes.
Continue with the current course contents.
Updated unit content to reflect changes such as big data and the importance of qualitative analysis. Otherwise retained structure of the unit.
- Discuss marketing research and analytics in theory and practice
- Identify and evaluate a range of tools and instruments used in marketing research for data collection and sampling
- Evaluate various marketing web analytics tools and techniques
- Apply effective data analysis techniques in digital and traditional marketing research
- Effectively communicate marketing research concepts, results and analysis.
Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks | Learning Outcomes | ||||
---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | |
1 - Online Quiz(zes) - 20% | |||||
2 - Written Assessment - 50% | |||||
3 - Practical Assessment - 30% |
Alignment of Graduate Attributes to Learning Outcomes
Graduate Attributes | Learning Outcomes | ||||
---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | |
1 - Communication | |||||
2 - Problem Solving | |||||
3 - Critical Thinking | |||||
4 - Information Literacy | |||||
5 - Team Work | |||||
6 - Information Technology Competence | |||||
7 - Cross Cultural Competence | |||||
8 - Ethical practice | |||||
9 - Social Innovation | |||||
10 - Aboriginal and Torres Strait Islander Cultures |
Alignment of Assessment Tasks to Graduate Attributes
Assessment Tasks | Graduate Attributes | |||||||||
---|---|---|---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | |
1 - Online Quiz(zes) - 20% | ||||||||||
2 - Written Assessment - 50% | ||||||||||
3 - Practical Assessment - 30% |
Textbooks
Marketing Research
Edition: 8th (2018)
Authors: Burns AC, Veeck A, and Bush RF
Pearson Education
USA
ISBN: 9781292153261
Binding: Paperback
Microsoft Excel Data Analysis and Business Modelling
Edition: 5th (2016)
Authors: Winston, WL
Pearson Higher Ed
USA
ISBN: 9781509304226
Binding: eBook
Additional Textbook Information
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Latest SPSS version or earlier versions
- Microsoft office suite
All submissions for this unit must use the referencing style: American Psychological Association 6th Edition (APA 6th edition)
For further information, see the Assessment Tasks.
j.callan@cqu.edu.au
e.li@cqu.edu.au
Module/Topic
The marketing research process, problems, and objectives.
Chapter
Ch. 1 Introduction to Marketing Research
Ch. 3 The Marketing Research Process; Defining the Problem; Research Objectives
Events and Submissions/Topic
Interactive Seminar 1
Learning Objectives
- What to do about changing customer sentiment?
- Define the problem; determine the research objectives
Module/Topic
Research design
Chapter
Ch 4 Research Design
Events and Submissions/Topic
Interactive Seminar 2
Assessment standards
- Design decisions
Module/Topic
Secondary sources, and quantitative survey data
Chapter
Ch 5 Secondary Data and Packaged Information
Ch 7 Evaluating Survey Data Collection Methods
Events and Submissions/Topic
Interactive Seminar 3
- Secondary sources - Marketing research Archives
- The 9 Data collection methods
Module/Topic
Qualitative research
Chapter
Ch 6 Qualitative Research Techniques
Events and Submissions/Topic
Interactive Seminar 4
- Methods, interpretation and meaning
- Focus groups
Module/Topic
Measurement, questions, and questionnaires
Chapter
Ch. 8 Understanding Measurement, Developing Questions, and Designing the Questionnaire
Events and Submissions/Topic
Interactive Seminar 5
- Questionnaire; design for research objectives
Marketing Research Tools and Instruments Due: Week 5 Monday (2 Apr 2018) 5:00 pm AEST
Module/Topic
Contact free
Chapter
Events and Submissions/Topic
Module/Topic
Selecting the sample
Determining the size of a sample
Chapter
Ch. 9 Selecting the Sample
Ch. 10 Determining the Size of a Sample
Events and Submissions/Topic
Interactive Seminar 6
- Sampling methods and size
Module/Topic
Descriptive Research
Chapter
Ch 12 Using Descriptive Analysis, Hypothesis Testing
Events and Submissions/Topic
Interactive Seminar 7
- Measures of Central tendency, confidence intervals
Module/Topic
Lab Session 1 - DESCRIPTIVE & INFERENCE ANALYSIS
Chapter
Ch 12 Using Descriptive Analysis, Performing Population Estimates
Events and Submissions/Topic
Interactive Seminar 8
- What is a Marketing Research Proposal?
Module/Topic
Lab Session I - DIFFERENCE ANALYSIS
Chapter
Ch 13 Implementing Basic Differences Tests
Events and Submissions/Topic
Interactive Seminar 9
- Apply measures to determine differences between target markets
Marketing Research Proposal Due: Week 9 Thursday (10 May 2018) 5:00 pm AEST
Module/Topic
Lab Session II - ASSOCIATION ANALYSIS
Chapter
Events and Submissions/Topic
Interactive Seminar 10
- Apply measures of association to consider implications of customer preferences.
Module/Topic
Lab session III - RELATIONSHIPS ANALYSIS
Chapter
Ch. 15 Understanding Regression Analysis Basics
Events and Submissions/Topic
Interactive Seminar 11
- Determining the likelihood of customer purchases
Module/Topic
Reporting the research
Unit review and evaluation
Chapter
Ch. 16 The Research Report
Events and Submissions/Topic
Interactive Seminar 12
- TableLooks and presentation
- Consultation for final submission
Marketing Research Analysis Due: Week 12 Thursday (31 May 2018) 5:00 pm AEST
1 Online Quiz(zes)
The quiz comprises and open book assessment aimed at establishing your familiarity with specific tools and instruments pertinent to Marketing Research.
The learning content covered during the first 3 weeks of the term (i.e.,Chs. 1, 3, 4, 5, and 7 inclusive) is the focus of the assessment which must be completed in one sitting.
There are 40 multiple choice questions for which the correct answers score 0.5 marks (40 x 0.5 = 20 marks). The time allocated for completion is 45 minutes.
The quiz can only be completed on-line in Moodle at a time suited to you between the following dates:
Open: Monday, 26 March (Week 4) at 9.00 am (AEST)
Close: Monday, 2 April (Week 5) at 9.00 am (AEST)
1
Other
Week 5 Monday (2 Apr 2018) 5:00 pm AEST
Candidates are responsible for access, ISP, browsers, connection and computer use (irrespective of ownership). Equipment failure is not grounds for special consideration or extension. Use of computers/computer labs on university campuses does not absolve students of their responsibility for having reliable and continued access to the internet. Do not attempt the quiz from 4:30 pm of the due date. Once the quiz closes, no further attempts are permissible.
Week 5 Monday (2 Apr 2018)
Results of quiz released upon completion in the grade book.
- Identify and evaluate a range of tools and instruments used in marketing research for data collection and sampling
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Information Technology Competence
- Ethical practice
2 Written Assessment
You have been asked by a client to produce a marketing research proposal for a selected Australian Theme or Amusement Park.
The task involves identifying the research problem, designing an online survey for administration to a sample of adults who attended the theme park within the last month.
The on-line survey instrument, intended for customer follow-up, is to specify questions aligned to the research objectives. The focus must address relevant post experience attitudes and perceptions that respondents have of the customer journey. Questions pertaining to amusement activities, recreation and leisure pursuits, standards of service, food and beverage options, admission costs, pricing of merchandise and memorabilia, and special or particular customer service issues for different customer segments qualify for inclusion. Other dimensions include the likelihood of repeat business and word-of-mouth (WOM).
Weighting: 50%
Length: 2000-2500 words (+/- 10%)
The minimum design requirements comprise:
Introduction
- Problem
- Research Objectives
- Research Question
The Methodology
- Research Approach (rationale)
- Research Method
- Data Collection Plan
Analysis and Findings (Proposed)
- Research Approach (rationale)
- Research Method
- Statement of deliverables
- Data analysis
- Methods of reporting findings
Appendices
- Budget
- Sample questionnaire or survey
- Timeline
- Ethics
- Confidentiality statement
- Other relevant information
The assessment is technical in nature and must be started well before the term break (i.e., week 3). Consult the assignment briefing notes in Moodle.
NB: The selection of source material from Google, Wikipedia, www.NetMBA.com, www.marketingteacher.com, www.tutor2u.com, and so forth will be treated as substandard and inadmissible.
These publicly accessible sources lack rigor and standing as substantive materials to support scholarship and academic enquiry. Please consult assignment briefing notes available in Moodle.
Week 9 Thursday (10 May 2018) 5:00 pm AEST
Submissions must be authentic work submitted online in Portable Document Format (.pdf) uploaded in MRKT19038 and conform to assessment policy.
Week 11 Thursday (24 May 2018)
All submission are returned via feedback studio
Criteria | Weighting |
Marketing Research Proposal (format or layout) | 5 |
Marketing research problem, objectives, and questions indicated and elaborated | 15 |
Methodology, sampling techniques, and analytical treatment identified and evaluated | 15 |
Approach to analysis and findings effectively communicated | 10 |
Mechanics, language usage and reference standards as applied. | 5 |
Total | 50 |
NB: Standards discussed and posted after workshop 3 |
- Discuss marketing research and analytics in theory and practice
- Identify and evaluate a range of tools and instruments used in marketing research for data collection and sampling
- Evaluate various marketing web analytics tools and techniques
- Effectively communicate marketing research concepts, results and analysis.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Team Work
- Information Technology Competence
- Ethical practice
3 Practical Assessment
Weighting: 30%
Length: 1000-1500 words (+/- 10%)
Assessment Task
Nick Thomas (CEO) of Auto Concepts, a recently formed division of one of the largest U.S. automobile manufacturers, is determined to steer the company in a new direction. As a member of a marketing research firm contracted to assist in the analysis of survey data intended to inform key marketing decisions, your section supervisor has given you the option of playing a role in a two-staged integrated assessment of survey data collected on behalf of Auto Concepts.
The first part of the assessment involves descriptive and inference analysis (Case 12.2 pp. 348-349) is obligatory since the work extends to descriptive and inference analysis.
The second part allows you to make some degrees of freedom to demonstrate your expertise as an analyst. You may choose 1 of the following 3 skill challenges to complete the second part of your report.
Your supervisor has staged a competition to find the most capable in each of the following areas of expertise.
You contemplate your options to demonstrate your expertise for one of the following areas:
- Differences Analysis (Case 13.2 p.375), or
- Association Analysis (Case 14.2 p.405), or
- Relationship Analysis (Case 15.2 p. 430).
NB: In line with your elective decision made earlier in the term analysis must be undertaken using SPSS or Microsoft Excel (not both).
Please consult assignment briefing notes available in Moodle.
Week 12 Thursday (31 May 2018) 5:00 pm AEST
Submissions must be authentic work submitted online in Portable Document Format (.pdf) uploaded in MRKT19038 and must conform to the university's assessment policy requirements.
In line with the university's assessment policy, the graded submission and assessment feedback is not released until certification of grades.
Criteria | Weighting |
Marketing Research Report (format or layout) | 5 |
Applies descriptive data analysis using SPSS or MS Excel | 10 |
Demonstrates proficiency in one specialist area (Differences, or Association, or Relationship) of data anaylis and treatment | 10 |
Effectively communicates results, concepts, and implications of analsysis for decision making Mechanics, language usage and reference standards as applied. |
5 |
Total | 30 |
NB: Standards discussed and posted after workshop 3 |
- Evaluate various marketing web analytics tools and techniques
- Apply effective data analysis techniques in digital and traditional marketing research
- Effectively communicate marketing research concepts, results and analysis.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Information Technology Competence
- Ethical practice
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.