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 course 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:
- Identify marketing problem(s) to assist in decision making;
- Choose the methodologies to acquire evidence in an ethical manner to address the marketing problem;
- Retrieve primary and secondary data to solve the marketing problem;
- Establish the methodological quality, reliability and validity of the data collected;
- Integrate all types of relevant evidence towards finding solutions to the marketing problem;
- Find solutions to the marketing problem based on the integrated relevant evidence; and
- Produce an evidence-based marketing report to maximise the likelihood of effective implementation of solutions.
Research-Led Teaching
Research-led and practice-based teaching: This course provides students with a unique opportunity to apply theoretical and methodological skills in real-world research practice, using the latest tools and methods in social sciences, especially in marketing.
Research-based assessment:
Practical (industry-related): Students will work in groups of 4-5 on a marketing project for an industry client. Groups and clients are selected by students on a first-come, first-served basis. The project involves addressing a real marketing problem faced by a company, requiring groups to use theoretical knowledge and research techniques taught in the course to collect qualitative and quantitative data. The aim is to provide evidence-based solutions for the clients. This industry-related project embodies the Work Integrated Learning component, emphasising a ‘student-centered’ and ‘learning by doing’ approach. Student engagement with research is facilitated through:
- A comprehensive introduction to research through a problem-based approach.
- A research process to explain various methods through in-class tutorial activities and a marketing research proposal.
- Independent and team-based action research using core marketing research concepts, theories, and data collection and analysis skills to write up the research report.
Academic: Students develop research proposals addressing an empirical or theoretical marketing problem of academic interest, requiring research technique applications to broader issues.
Field Trips
There are no field trips.
Additional Course Costs
There are no additional class costs.
Examination Material or equipment
Details will be communicated to students on Wattle at least 2 weeks prior to the final examination.
Required Resources
Essentials of Marketing Research
- Author: Hair Jr., Ortinau and Harrison
- Publisher: McGraw-Hill Education
- Edition: 5th
- ISBN: 9781260575781
- Available: Campus bookstore and Library closed reserve
- Paper Back ISBN: 9781260575781
- Ebook ISBN: 9781260579321
- Free e-book will be made available through closed reserve in the library
Recommended Resources
Social Science Research: Principles, Methods, and Practices
- Author: Bhattacherjee, A.
- Edition: 2nd
- Available: https://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=1002&context=oa_textbooks
SPSS Statistics: A Practical Guide
- Author: Bennett, K., Heritage, B., and Allen, P.
- Edition: 5th
- Available: https://au.cengage.com/c/isbn/9780170460163/
SPSS Statistics Software
- Available: Campus computer labs and Free 30-day Trial (https://www.ibm.com/products/spss-statistics)
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, and to individuals.
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.Other Information
Reviewed 30/05/2024 by Dr Alex Richardson (RSM DDE) - ready for review by CBE ADE
Class Schedule
| Week/Session | Summary of Activities | Assessment |
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| 1 | General Course InformationLecture: Introduction to Marketing Research | Chapter 1: Marketing Research for Managerial Decision-Making
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| 2 | Lecture: Marketing Research Process and Proposals (Academic & Industry) | Chapter 2: The Marketing Research Process and Proposals
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| 3 | Lecture: Theoretical Framework and Research Design (Academic & Industry) | Chapter 3: Secondary Data, Literature Reviews, and Hypotheses
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| 4 | Lecture: Selecting Research Methods - Forms of Qualitative Research | Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches
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| 5 | Lecture: Making Sense of Qualitative Data - Methods of Analysis | Chapter 9: Qualitative Data Analysis
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| 6 | Lecture: Forms of Quantitative Research | Chapter 5: Descriptive and Causal Research DesignsChapter 8: Designing the Questionnaire
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| 7 | Lecture: Constructs - Measurement and Scaling, Sampling | Chapter 6: Sampling: Theory and Methods Chapter 7: Measurement and Scaling
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| 8 | Lecture: Preparing Data | Chapter 10: Preparing Data for Quantitative Analysis
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| 9 | Lecture: Data Analysis for Quantitative Research (Part A)Testing for interdependence; difference; and, association | Chapter 11: Basic Data Analysis for Quantitative Research
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| 10 | Lecture: Data Analysis for Quantitative Research (Part B)Testing for relationships | Chapter 11: Basic Data Analysis for Quantitative Research Chapter 12: Examining Relationships in Quantitative Research
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| 11 | Lecture: Marketing Research in Practice & Communicating Research Findings (Oral) | Chapter 13: Communicating Marketing Research Findings
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| 12 | Lecture: Marketing Research in Practice & Communicating Research Findings (Written) | Chapter 13: Communicating Marketing Research Findings
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| 13 | Examination Period | Assessment Task 5: Final Examination (in-person; centrally-invigilated; handwritten exam; date of the exam to be announced in due course) |
Tutorial Registration
Tutorials will be held weekly (starting from Week 2). All tutorials will have an in-person/face-to-face delivery. ANU utilizes MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities/tutorials so they can better plan their time. Tutorial registration will be available two weeks prior to the beginning of the semester and will close at the end of week 1. More details can be found on the Timetable webpage: https://www.anu.edu.au/students/program-administration/timetabling.
Assessment Summary
| Assessment task | Value | Due Date | Return of assessment | Learning Outcomes |
|---|---|---|---|---|
| Problematisation & Literature Review (20%) | 20 % | 19/08/2024 | 29/08/2024 | 1,3 |
| Research Proposal (10%) | 10 % | 23/09/2024 | 04/10/2024 | 1,2,3 |
| Research Project Group Presentation (10%) and Individual Defense (10%) = 20% | 20 % | * | 01/11/2024 | 2,4,6 |
| Research Project Group Report (25%) & Individual Contribution Statement (5%) = 30% | 30 % | 25/10/2024 | 08/11/2024 | 5,6,7 |
| Final Examination (20%) | 20 % | * | 28/11/2024 | 1,2,4 |
* 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
This course will be delivered using a flipped classroom model.
- Lectures (1.5 hrs) will be pre-recorded, and available through Wattle. The pre-recorded lectures are required to be watched prior to your tutorial activity.
- Tutorials (1.5 hrs) will be carried out face-to-face on-campus. The tutorials will not be recorded, and there are no online delivery options. All course materials related to the tutorials will be available on the Wattle course site.
Participation is expected, required, and strongly advised in all on-campus tutorials.
- Attendance at tutorials is expected in line with the “Code of Practice for Teaching and Learning”, clause 2 paragraph (b).
- Attendance is, however, the first step. Students are required to actively prepare for, and participate in tutorials.
- Active participation is both contribution in the group environment through proactive listening, support of fellow students, active followership, proactive leadership, responding to challenges and questions, and sharing individual insights with the cohort.
Students are strongly advised to engage with pre-recorded lectures for self-directed learning, actively prepare for, and participate in tutorials, and submit all assessment tasks in this course to ensure they are able to present evidence they have achieved all the learning outcomes for this course. In-class exercises will be conducted in the tutorials and counted towards participation in tutorials. Please note participation will not be counted toward the final grade of this course.
Examination(s)
The final examination will be 2-hour (indicative) closed-book exam and include 3-4 short essay questions (maximum 25 lines each). The questions set for the examination cover all the chapters prescribed for this course to address the learning outcomes for the course. The exam will take place during the examination period after Week 12. Examination Office will directly communicate to students about the date and time of the exam. Marking rubric will be made available on Wattle at least 2 weeks before the due date. More information about the final examination will be provided on the Wattle course site.
Assessment Task 1
Learning Outcomes: 1,3
Problematisation & Literature Review (20%)
Assessment Description: Students will be asked to problematise and formulate the research problem. In addition, students will be asked to find out what exists out there as extant knowledge regarding the ideas they intend to investigate and produce an appropriate review of theories, concepts, and constructs in line with the research problem. Students are expected to critically discuss these theories and concepts using the dialectic method.
Assessment Type: Individual
Words: 900 words maximum (including all headings, sub-headings, and in-text citations). Any portion in excess of the word limit will neither be read nor marked.
References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style
Due Date: 19.08.2024 (Monday, Week 5) @ 10:00
Submission: via Turnitin on Wattle
Late Submission: Late submission of the assessment task without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof as per ANU policy. Assessment task submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted. All assessment extension requests must be submitted with supporting documentation via the CBE Assessment Extension Request Form before the due date.
Feedback: Individual feedback with marks will be made available on Wattle within 2 weeks of submission.
Assessment Criteria/Rubrics: Marking rubric will be made available on Wattle at least 2 weeks before the due date.
More information about the assessment task will be provided on the Wattle course site.
Use of Artificial Intelligence (AI)
The use of AI technology or tools such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.
Assessment Task 2
Learning Outcomes: 1,2,3
Research Proposal (10%)
Assessment Description: Students will be asked to apply their learned concepts to a marketing-related problem of their choice either for an academic purpose or for an industry, company, or a small enterprise. Students who know of or have access to a "real-life" marketing problem for which they would like to write a research proposal are most welcome to do so. Once the problem is ascertained, theoretical concepts identified and reviewed, students will be then asked to apply their learning of research processes, methods, and analysis techniques to complete the following:
- Translate the 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.
- Propose and discuss appropriate methods (both qualitative and quantitative) of data collection.
- Propose 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 completion of the research.
Assessment Type: Individual
Words: 1500 words maximum (including all headings, sub-headings, and in-text citations). Any portion in excess of the word limit will neither be read nor marked.
References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style
Due Date: 23.09.2024 (Monday, Week 8) @ 10:00
Submission: via Turnitin on Wattle
Late Submission: Late submission of the assessment task without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof as per ANU policy. Assessment task submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted. All assessment extension requests must be submitted with supporting documentation via the CBE Assessment Extension Request Form before the due date.
Feedback: Individual feedback with marks will be made available on Wattle within 2 weeks of submission.
Assessment Criteria/Rubrics: Marking rubric will be made available on Wattle at least 2 weeks before the due date.
More information about the assessment task will be provided on the Wattle course site.
Use of Artificial Intelligence (AI)
The use of AI technology or tools such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.
Assessment Task 3
Learning Outcomes: 2,4,6
Research Project Group Presentation (10%) and Individual Defense (10%) = 20%
Assessment Description: Students will be asked to present their market research process and results as a group to the class and the industry client. Following the presentation, students will be asked to individually and orally defend their research project. Each student will be asked a maximum of 2 questions about their marketing research project. The questions can be theoretical (related to the theories and concepts students used in their project), methodological, or on the application of the latter two and results and findings. The goal is for the student to provide evidence they have achieved the learning outcomes set for the course through their answers.
Assessment Type: Group (Presentation) and Individual (Defense)
Due Date: In-class Tutorials (Week 11)
Time: 20 minutes per group
- Duration of group presentation - 10 minutes maximum;
- Duration of individual defense - each student will have a maximum of 2 minutes to explain, describe, discuss, and defend their answers.
Format: Live in-person presentations. No pre-recorded presentations will be accepted for this assessment task. All presentations will be video recorded, which will enable later validation and verification of assessment if required (in accordance with point 7 in the ANU Student Assessment (Coursework) policy).
Examiner: Course convener
Audience: All presentations and defenses are expected to be attended by classmates and industry clients.
Submission: PPT slides on Wattle - Due: 14.10.2024 (Monday, Week 11) @ 10:00
Late Submission: Failing to attend the group presentation and/or the individual defense will result in a mark of 0 being awarded to the student.
Feedback: Feedback with marks will be made available on Wattle within 2 weeks of submission.
Assessment Criteria/Rubrics: Marking rubric will be made available on Wattle at least 2 weeks before the due date.
More information about the assessment task will be provided on the Wattle course site.
Assessment Task 4
Learning Outcomes: 5,6,7
Research Project Group Report (25%) & Individual Contribution Statement (5%) = 30%
Assessment Description: Groups of 4-5 students will take the role of marketing researchers who have been commissioned to conduct a research project on behalf of an industry client. Students will be asked to apply their learned concepts as a group to the marketing-related problem of their industry client. Once the problem is ascertained, theoretical concepts identified and reviewed, students will be then asked to apply their learning of research processes, methods, and analysis techniques to complete the following:
- Translate the 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.
- Design the marketing research project.
- Identify and apply appropriate methods (both qualitative and quantitative) of data collection.
- Identify and discuss the appropriate methods of analysis.
- Analyse (both qualitative and quantitative) data.
- Report (both qualitative and quantitative) results.
- Identify the limitations of the research.
- Propose actionable recommendations for the clients.
Groups will also prepare an individual statement of contribution that outlines the contributions of each group member in the project. This provides individual students with an opportunity to demonstrate their skills and involvement in the research project. The details provide a point of reference if issues arise around unequal contributions. The statement of contribution is submitted as an individual document and will not be seen by any other group member.
Please note that regardless of the number of individuals in the group, the expected task performance, in terms of volume and hours invested, should reflect the same level of commitment and effort per person in order to maintain fairness and equitable distribution of workload among group members.
Assessment Type: Group (Report) and Individual (Contribution Statement)
Words (Report): 2500 words (+/- 10%) (including all headings, sub-headings, and in-text citations). Any portion in excess of the word limit will neither be read nor marked. Detailed analysis in support of the report can be included in the Appendix (excluded from the word count).
Words (Contribution Statement): 200 words. Any portion in excess of the word limit will neither be read nor marked.
References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style
Due Date: 25.10.2024 (Friday, Week 12) @ 23:59
Submission: via Turnitin on Wattle
Late Submission: Late submission of the assessment task will be penalised at the rate of 5% of the possible marks available per working day or part thereof as per ANU policy. Assessment task submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted.
Feedback: Feedback with marks will be made available on Wattle within 2 weeks of submission.
Assessment Criteria/Rubrics: Marking rubric will be made available on Wattle at least 2 weeks before the due date.
More information about the assessment task will be provided on the Wattle course site.
Use of Artificial Intelligence (AI)
The use of AI technology or tools such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.
Assessment Task 5
Learning Outcomes: 1,2,4
Final Examination (20%)
Assessment Description: This is a 2-hour (indicative) closed-book examination. The examination will include 3-4 short essay questions (maximum 25 lines each). The questions set for the examination cover all the chapters prescribed for this course to address the learning outcomes for the course. The purpose of this assessment is to allow students to show their broad and coherent knowledge in the context of marketing research and as indicative of their engagement on the pathway for further learning. To that end, the examination provides an assessment platform to determine whether students have attained the learning outcomes set for the course in terms of the:
- volume and depth of knowledge.
- cognitive, creative, technical, and analytical skills to criticise, analyse and synthesise knowledge.
- application of knowledge that shows initiative, judgment, adaptability, and responsibility.
Assessment Type: Individual
Due Date: during the examination period after Week 12; specific exam date to be announced in due course on Wattle and by the Examination Office.
Format: in-person, centrally invigilated; handwritten exam
Submission: Students are expected to sit their examination as scheduled by the Examination Office. Failing to attend the examination will result in a mark of 0 being awarded to the student. Students who are unable to sit their examination owing to extenuating circumstances should see deferred examinations, and if appropriate, submit an eForm on ISIS.
Feedback: After the release of results on 28.11.2024
Assessment Criteria/Rubrics: Marking rubric will be made available on Wattle at least 2 weeks before the due date.
More information about the assessment task will be provided on the Wattle course site.
Use of Artificial Intelligence (AI)
The use of AI technology or tools such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high quality works.
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 be used by both teaching staff and students. For additional information regarding Turnitin, please visit the ANU Online website.
Students will submit their Assessment Tasks 1, 2, and 4 through Turnitin in this course.
Students will submit a part thereof their Assessment Task 3 through Assignment Box on Wattle in the course.
Hardcopy Submission
For some forms of assessment (handwritten assignments, artworks, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilize the Assignment Cover Sheet. Please keep a copy of the tasks completed for your records.
Students will submit their Assessment Task 5 as a handwritten exam which will be centrally invigilated by the Examination Office.
Late Submission
Assessment Tasks (1, 2): Late submission of the assessment task without a pre-approved extension will be penalised at the rate of 5% of the possible marks available per working day or part thereof as per ANU policy. Assessment task submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted.
Assessment Task (3): Failing to attend the group presentation and/or the individual defense will result in a mark of 0 being awarded to the student. Any requests for alternative arrangements must be negotiated with the course convener.
Assessment Task (4): Late submission of the assessment task will be penalised at the rate of 5% of the possible marks available per working day or part thereof as per ANU policy. Assessment task submitted beyond 10 working days from the due date, or on or after the specified return date in the Class Summary will not be accepted.
Assessment Task (5): Failing to attend the examination will result in a mark of 0 being awarded to the student.
- All requests for extensions to assessments must be submitted with supporting documentation via the CBE Assessment Extension Request Form before the due date.
- Students who are unable to sit an examination owing to extenuating circumstances should see deferred examinations, and if appropriate, submit an eForm on ISIS.
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 the 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 assessment requirements, resubmissions are permitted up until the due date and time, but not allowed afterward.
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
Convener
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Research Interests
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Dr Nabila Nisha
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