Successful management of the marketing process requires effective information about consumers and the market. Marketing Research is a dynamic process linking consumers to marketers through information. The course is designed to develop your skills as a marketing decision maker. While some students may take on roles in marketing research many more will take on the role of marketing manager. The subject is structured so as to provide students with a solid introduction to the marketing research process, and conducting and understanding research to obtain information to aid marketing decision-making. The emphasis will be on translating marketing concepts into context-specific operational decisions and actions using research methods and analysis. 

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Identify marketing problem(s) to assist in decision making
2. Choose the methodologies to acquire evidence in an ethical manner to address the marketing problem
3. Retrieve primary and secondary data to solve the marketing problem
4. Establish the methodological quality, reliability and validity of the data collected
5. Integrate all types of relevant evidence towards finding solutions to the marketing problem
6. Find solutions to the marketing problem based on the integrated relevant evidence
7. Produce an evidence-based marketing report to maximise likelihood of effective implementation of solutions.

Research-Led Teaching

Research-led and practice based teaching:

The course offers students a rare opportunity to use their growing theoretical and methodological skills in research practice. This course will teach students the latest tools and methods used in social sciences and the discipline of marketing.

Lecture/Tutorials

This course will be divided into pre-recorded lectures made available on Echo360 on Mondays at 19.30, and tutorials. More information about tutorials and how to enrol in them will be provided on Wattle in 0 Week.

Research-based assessment:

As part of the course assessments, students will have two options for their research proposal: (i) academic, or (ii) practical (industry-related).

The proposal will have to relate a real marketing problem which means either an empirical problem that an industry, company or small enterprise faces or a problem that is seen as of significance to be investigated using the theoretical knowledge and research techniques taught in this course

Option 1 (academic) relates to research of an empirical or theoretical marketing problem that is of academic interest and is not addressing the problem of a particular client. The learning features of this type of proposal is research-driven with the student being required to apply research techniques and tools to address a broader marketing research problem.

Option 2 (industry-related) is distinctive action research, its action learning features of the course drive a ‘student-centred’ and ‘learning by doing’ approach.

The course facilitates student engagement with research via:

·       A comprehensive introduction to the purpose of research through a problem-based approach

·       A research process to explain various methods that will be proposed through a marketing research proposal

·       Independent and team-based action learning and research using core marketing research concepts, theories and principles to prepare the marketing research proposal

Field Trips

There are no field trips.

Additional Course Costs

There are no additional class costs.

Examination Material or equipment

There are no formal examinations for this course. Students will be expected to download the free copy of the quantitative analysis program SPSS and qualitative analysis program NVIVO available through the ANU ITservicedesk. More information will be provided by Week 1 about access to these two softwares.

Required Resources

Essentials of Marketing Research (Primary resource for this course)

Author: Hair Jr., Ortinau and Harrison

Publisher: McGraw-Hill Education

Edition: 5th

ISBN: 9781260260465

Availability: Campus bookstore and Library closed reserve

• Paper Back ISBN: 9781260260465
• Ebook ISBN: 9781260511765
• Library: Free e-book will be made available through closed reserve in the library

Social Science Research: Principles, Methods, and Practices (Secondary resource for this course)

Author: Bhattacherjee, A.

Edition: 2nd

Available: https://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=1002&context=oa_textbooks

Price: Free

Recommended Resources

Consultation Times Arrangements: Students are strongly advised to book for an online appointment by email or by the booking system that will be provided on Wattle.

Staff Feedback

Students will be given feedback in the following forms in this course:

• Written comments
• Verbal comments
• Feedback to the whole class, to groups, to individuals, focus groups

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	General Information on course Lecture: Introduction to marketing research	No tutorial - class admin and information session - Read Chapter 1
2	Lecture: Marketing problems in Academic Research Marketing problems in Industry	Read Chapter 2 Online tutorials - Problematizing exercise and writing your research question in-class online ongoing test 1
3	Lecture: Theoretical framework and Research design (Academic) Which theory and research design (industry)	Read chapter 3 How to review the literature (relevant to your research question) Reviewing the theoretical concepts for your research In-class exercises: Writing Hypotheses and reviewing a concept for the literature review in-class online ongoing test 2
4	Lecture: Selecting research methods: The qualitative ones – Interviews, Focus groups and Observation, Netnography	Read Chapter 4 Online tutorials and in-class exercises - shaping up your Introduction: From building the rationale to the Research Question in-class online ongoing test 3
5	Lecture: Making sense of qualitative data - which method of analysis to use, when, why and how?	Read Chapter 9 online tutorials and in-class exercises - qualitative data analysis exercises in-class online ongoing test 4
6	Lecture: Forms of quantitative research Errors; surveys; experimentation	Read Chapter 5 - Descriptive and causal research designs Read Chapter 8 - Questionnaire In-class online exercises: Writing the hypotheses (theoretically derived vs. hunches) Determining the variables and making them measurable in-class online ongoing test 5 Online Test 1 - Due Fri 03.09.2021 @ 23.59
7	Lecture: Questionnaires and supplements Lecture: Sampling	Read Chapter 6 - Sampling: theory and methods Read Chapter 7 - Measurement and scaling in-class online exercises Research techniques: Sampling in-class online ongoing test 6
8	lecture: Preparing your data	Read Chapter 10 - Preparing Data for quantitative analysis in-class online tutorials and exercises Data preparation and description in-class online ongoing test 7 LIterature review Assessment task 3 - Due 01.10.2021 @ 23.59
9	lecture: Doing all the tests: the what, the why and the how (Part B)- Analysis	Read Chapter 11 – Basic Data analysis for quantitative research in-class online tutorials - analyses in-class online ongoing test 8
10	Lecture: Doing all the tests: the what, the why and the how (Part B)	Read Chapter 11- Basic Quantitative data Analysis Read Chapter 12 - Examining Relationships in Quantitative research in-class online ongoing test 9
11	Lecture: marketing research in practice (Guest lecture)	Read Market intelligence and data base research from Marketing Research 4th (reading to be provided) Read Chapter 13 Communicating Marketing research findings in-class online ongoing test 10 PPT slides of Research Proposal (for defence purpose) - Due Sun 24.10.2021 @ 23.59
12	Research proposal individual Defence (will be recorded on ZOOM)	Research Proposal Defence (Individual) (on-line synchronous) Online Test 2 - Due Fri 29.10.2021 @ 23.59
13	Examination period	Research Proposal Report - Due Thurs 04.11.2021 @ 23.59

Tutorial Registration

This course has tutorials or tutorial-like teaching activities. Further details about the structure and teaching activities for this course will be available on the course Wattle site in 0 Week

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Online in-class Exercises (Continuous) - weekly from week 2 to week 11 - (10 x 3% = 30%)	30 %	*	*	1,2,3,4,5,6,7
Online test (asynchronous) - MCQs and Short Essays (7%) - Week 6 - 03.09.2021 @ 23.59	7 %	03/09/2021	17/09/2021	1,2,3,4,5,6
Literature Review (15%) - Due Week 8 - 02.10.2021 @ 23.59	15 %	01/10/2021	17/10/2021	1,2,3,4,5,6,7
Research Proposal Online Defence (Synchronous - Oral) 10% - Recorded on ZOOM	10 %	*	02/12/2021	1,3,5,6
Online test (asynchronous) - MCQs and Short Essays (8%) - Week 12 - 29.10.2021 @ 23.59	8 %	29/10/2021	11/11/2021	1,2,3,4,5,6
Marketing Research Proposal - Individual - (30%) Due Week 12 - 04.11.2021 @ 23.59	30 %	04/11/2021	02/12/2021	1,2,3,4,5,6,7

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

Students enrolled in this course are expected to be present in all online tutorials during which they will be required to participate, engage with their tutors and peers in interactive discussions, exercises and submit in-class online exercises when necessary.

To pass this course outright, students should achieve at least 50% of the total marks (100%)

Examination(s)

There are no formal examinations for this course.

Assessment Task 1

Online in-class Exercises (Continuous) - weekly from week 2 to week 11 - (10 x 3% = 30%)

Assessment Description:

As research is an on-going process that requires students to read, understand, learn and apply material at the same time throughout semester, and as the components of the research process build on each other, it is essential that students keep up to date with the content material. In order to encourage students to engage with the content material on an ongoing basis, this subject is taught in the flipped learning model. Prior to attending in-class or online tutorials students will be required to (i) read the prescribed chapter for the week (ii) listen to the pre-recorded short lecture and (iii) prepare for the in-class/online tutorials.

The tutorials will provide students the opportunities to apply to apply what they have learned in their preparation for the class. This will be done through in-class (online) written exercises that are submitted by end of the tutorial. While some activities may involve pairs or small groups of up to 4, all students are assessed individually. Further information about choice of tutorial times and how to select will be provided in 0 Week on Wattle. In class exercises may include short self-reflective pieces on the topic du jour.

Assessment type: Individual, pairs or group (depending on the exercise)

Purpose: To expose students to content material and assess their understanding of the basics of marketing research throughout the semester.

Due: Weekly, must be completed in Wattle during or at the end of the online tutorial. The total of the 10 online tutorials will be counted towards 40% of the total course grade

Attempts: 1 per week in-class (online) [week 2 to week 11]

Exercises to be submitted on Wattle

N.B. Students who are not present in the online tutorials and who fail to submit the assignment in-class will NOT be given the possibility for consideration of late submission as the exercises will be related to the online tutorial materials of the week. Students who have extenuating circumstances (e.g. unavoidable time clashes) must seek Special Consideration with supporting evidence.

Some in-class online exercises may need to be submitted through TURNITIN on Wattle.

Due Date: In-class Week 2 to Week 11

Feedback by: online through Wattle before the following week

Assessment criteria: will be made available in each tutorial (synchronous)

Assessment Task 2

Online test (asynchronous) - MCQs and Short Essays (7%) - Week 6 - 03.09.2021 @ 23.59

Assessment Description:

The online tests will build on student's preparation and understanding of content material through quizzes and short answer questions (150 words maximum) that will include application, analysis and synthesis level questions. These online tests will require students to complete a series of multiple choice questions and/or short answer questions tasks on Wattle.

Purpose: To assess a student's ability to recollect, apply, analyse and synthesise research concepts and processes.

Attempts: Only 1 per test

Rubric: Available on Wattle at least two weeks before due date

Late Submissions: No submission of assessment tasks without an extension after the due date will be permitted. If an assessment task is not submitted by the due date, a mark of 0 will be awarded. 

Individual Open-Book TIMED

Due Date: Fri, 03.09.2021 @ 23.59 Week 6 through the course Wattle site

Feedback by: within 2 weeks of submission

Marking criteria will be made available on Wattle

Assessment Task 3

Literature Review (15%) - Due Week 8 - 02.10.2021 @ 23.59

As part of the work of a marketing researcher (academic or for industry), you will be called upon to find out what exists out there as extant knowledge regarding the constructs, concepts, idea you will investigate. The literature review or theoretical review of concepts will help you do just that. In this assessment task you will be required to produce an appropriate review of theories, concepts and constructs in line with the problem you are addressing. Students are expected to critically discuss these theories and concepts using the dialectic method. Assignment to be submitted on Wattle through TURNITIN.

Assessment type: Individual

Words: 500-800 maximum + references APA style

Due Date: Sat 02.10.2021 @ 23.59 Week 8 through Turnitin on the course Wattle site

Feedback by: Week 10

Rubrics will be provided on Wattle

Assessment Task 4

Research Proposal Online Defence (Synchronous - Oral) 10% - Recorded on ZOOM

The research proposal online defence will provide students with the opportunity to orally defend their research proposal during the last week's tutorial. The defence assessment task will be recorded on ZOOM.

Each student will be asked a maximum of 2 questions on their marketing research proposal. The questions can be theoretical (related to the theories and concepts students used in their proposal), methodological or on application of the latter two. The goal is for the student to provide through their answers evidence they have achieved the learning outcomes set for the course.

Each student will have 5 minutes to explain, describe, discuss and defend their answers

?Assessment type: Individual

Time: Synchronous during tutorial

Examiners: Course convener

Format: Oral (5 minutes total per student)

Due Date: In-class Week 12

Feedback by: After release of results on 02.12.2021

Assessment criteria will be made available on Wattle

Assessment Task 5

Online test (asynchronous) - MCQs and Short Essays (8%) - Week 12 - 29.10.2021 @ 23.59

Assessment Description:

The online tests will build on student's preparation and understanding of content material through quizzes and short answer questions that will include application, analysis and synthesis level questions. These online tests will require students to complete a series of multiple choice questions and/or short answer questions tasks on Wattle.

Purpose: To assess a student's ability to recollect, apply, analyse and synthesise research concepts and processes.

Attempts: Only 1 per test

Rubric: Available on Wattle at least two weeks before due date

Late Submissions: No submission of assessment tasks without an extension after the due date will be permitted. If an assessment task is not submitted by the due date, a mark of 0 will be awarded. 

Individual Open-Book TIMED

Due Date: Fri, 29.10.2021 @ 23:59 Week 12 through the course Wattle site

Feedback by: within 2 weeks of submission

Markting criteria or rubrics for short answers will be made available on Wattle

Assessment Task 6

Marketing Research Proposal - Individual - (30%) Due Week 12 - 04.11.2021 @ 23.59

Assessment Description:

A semester-long individual research proposal report is an essential part of this course. This report allows students to "plan" for the research project. It needs to convince the client or academics of the need for the project and the student's competence in conducting the research. Students will apply to some extent learned concepts to marketing related problem of your choice either for academic purpose or for industry, company or small enterprise. The marketing research industry is structured so that businesses commission research to be conducted by marketing research firms. Individual students will take the role of a marketing researcher who has been commissioned to conduct a research project on behalf of a business client. However, for this semester, given the pandemic environment in which we are working and studying, students will only be required to present a research proposal to either their academic supervisors or to a fictitious business client with a fictitious problem brief. Please note that students who know of or have access to a "real-life" marketing problem for which they would like to write marketing research proposal report are most welcome to do so.

Once the problem is ascertained, theoretical concepts identified and reviewed, students will then apply their learning of research processes, methods and analysis techniques to complete the following:

• Translate the client's marketing problem into a research problem (with appropriate research questions)
• Define the purpose and objectives of the research
• Critically review and discuss the theoretical concepts that are relevant to the problem studied
• Identify and apply appropriate methods (both qualitative and quantitative) of data collection
• Identify and discuss the appropriate methods of analysis
• Identify possible challenges during the research process
• Propose recommendations on how to possibly overcome the challenges
• Extrapolate or give an idea, where possible, of what they think they will find
• Propose a time frame for the completing of the research

Assessment type: Individual

Words: 1000 - 1500 maximum + references APA style

Due Date: Thursday 04.11.2021 @ 23.59 through Turnitin on the course Wattle site.

Feedback by: After release of results on 02.12.2021

Rubrics will be provided on Wattle

Academic Integrity

Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.

Online Submission

The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

All Assessment items:  No submission of assessment tasks without an extension after the due date will be permitted. If an assessment task is not submitted by the due date, Zero (0)mark will be awarded.

All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/notices-for-students/extension-application-procedure/

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Please see relevant assessment task details above.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assignment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.

Please note that assignment boxes for the Marketing Research Proposal, the Literature Review and the Self-reflective topical essay will open at least 3 days before the due date.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information. In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service — including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy. If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students