6263 Marketing Research Methods PG S2 2013

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Australian Government Higher Education (CRICOS)

Registered Provider number: #00212K

Unit Outline: Semester 2, 2013
Faculty of Business, Government and Law

Unit Title: Marketing Research Methods PG
Unit Number: 6263

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This Unit Outline must be read in conjunction with:

a) UC Student Guide to Policies, which sets out University-wide policies and procedures, including
information on matters such as plagiarism, grade descriptors, moderation, feedback and deferred
exams, and is available at (scroll to bottom of page)
http://www.canberra.edu.au/student-services

b) UC Guide to Student Services, and is available at (scroll to bottom of page)
http://www.canberra.edu.au/student-services

c) Any additional information specified in section 6h.

1: General Information

1a Unit title Marketing Research Methods PG

1b Unit number - 6263

1c Semester and year offered Semester 2, 2013

1d Credit point value 3cp

1e Unit level - PG

1f Name of Unit Convenor and contact details

Professor Ali Quazi
Ph. + 61 2 6201 5462 or
Email: Ali.Quazi@canberra.edu.au
Office: 6D 33

Consultation hours

Wednesday 2 - 4pm and Thursday: 11am -12pm or by appointment

Note: I also have an open door policy for student consultation. You are welcome at
any time provided I am in my office and am available for consultation.

1g Administrative contact details
For enquires of an administrative nature, please contract:

Faculty office
Room: 11B31
Ph: 6206 8810
Fax (02) 6201 5764
Email: BGLAdminEnquiries@canberra.edu.au

2: Academic Content

2a Unit description and learning outcomes
Unit description: This unit will introduce students to qualitative and quantitative
research techniques, as well as computer-based analysis software. These skills
will be developed and used to solve a marketing problem and assist in the
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marketing strategy development. Marketing research lays the foundation of
marketing managerial decision making and is a vital base for the development of
sound marketing strategies and planning in any business organisation. Since
marketing research provides an important input into the solution of many
marketing problems, it is essential for marketing people to understand the basic
principles and methods of marketing research and then apply these methods and
principles to resolve marketing problems. In essence, marketing research
familiarises students with the basic techniques of marketing research and the
preparation, use and interpretation of data in a practical setting.

Learning outcomes: On completion of this unit students should be able to:
1. define a research problem or opportunity;
2. set research objectives; develop research methodologies and instruments;
3. conduct secondary and primary research; enter data into statistical
software systems;
4. analyse data and extract significant outputs;
5. write and present the recommendations in a professional manner; and
6. Work in a team and develop strong client interaction skills; reflect on the
learning.
2b Generic skills
This unit will implement the generic skills and attributes development of students as follows:

1. Communication - The ability to
present knowledge, ideas and
opinions effectively and
communicate within and across
professional and cultural
boundaries.
Improve communication skills through
Assessment Items 1 - 4: written project report
and oral presentation, research topic presentation
and class participation.
2. Analysis and Inquiry - The
ability to gather information, and
to analyse and evaluate
information and situations in a
systematic, creative and insightful
way.
Develop analytical skills through Assessment
Items 1 - 3: Analysis, interpretation, discussion
and presentation of quantitative data. Also learn
how to use Statistical package for Social Science
(SPSS) for data analysis and develop skill in
running and utilising a statistical package.
3. Problem Solving - The ability to
apply problem-solving process in
novel situations; to identify and
analyse problems then formulate
and implement solutions.
Develop problem solving skills and innovative
thinking through Assessment Items 1 and 2:
Problem solving based approach in writing,
organising and communicating the findings of the
research project to peers and experts.
4. Working Independently and
with others - The ability to plan
their own work, be self-directed
and use interpersonal skills and
attitudes to work collaboratively.
Learning to work independently and with others
through Assessment Items 1 - 4: Individual
research topic and paper preparation and
presentation to peers and writing and presenting
a group research report.
5. Professionalism & Social
Responsibility - The capacity
and intention to use professional
knowledge and skills ethically
and responsibly, for the benefit of
others and the environment.
Develop an understanding of contemporary
society and the responsibility of organisations
(e.g. universities) to its clients through
Assessment Items 1 and 2: Develop an
understanding of research ethics from lecture 1.
Develop your professionalism and understanding
of social responsibility issues and their
implications for ethical decision making through
assessment items 1 and 2.
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2c Prerequisites and/or co-requisites
Marketing G

3: Delivery of Unit and Timetable

3a Delivery mode

Formal lectures and presentation sessions will be held in face-to-face mode. See the
detailed schedule in section 3b. Students are expected to attend all lectures and
presentation sessions to achieve the learning outcomes. Students are also required to
read the topics set for the concerned weeks and come well prepared to the class.
Lecture timetable

Lecture and workshop venue: Room 2A4 (Wednesday: 5-30pm 8-30pm)

3b Schedule of topics/lectures/tutorials/practicals/field classes by week

Week Date Topic Chapters in
the text
Workshop Schedule
1 14 Aug. Introduction to
Marketing Research
Methods and SPSS
Chapter: 1

Introduction and formation of
project group and assignment of
presentation topics
2 21 Aug. The nature and scope
of Marketing
Research
Chapter: 1-2 SPSS practical session

7:00 8:30 pm
Computer Lab: Building 7,
Room: A45

3 28 Aug.

Marketing Research
Process
Chapter 1

Presentation topic

1. Critically analyse the role
played by marketing
research in marketing
decision making.
2. Discuss with examples the
nature of marketing research
and explain why marketing
research is inevitable in a
dynamic business
organization
AND
**Any other relevant topics
covered in chapters 1 &2 of the
prescribed text.
4 4
Sept.
Marketing Research
Methodology 1
(Quantitative)
- Survey and
experiments
Chapter: 8-9
Presentation topic
1. Discuss the myths,
challenges and ethical
issues in marketing research
with appropriate examples.
2. Distinguish between primary
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and secondary data and
identify the merits and
dangers of using secondary
data with examples
AND
**Any other relevant topic
covered in chapter 2 of the
prescribed text.
5 11 Sept. Marketing Research
Methodology 2
(Qualitative)
- Interviews, focus
group and observation
method
Chapter: 4-7
Presentation topic
1. Critically discuss the
sequences of marketing
research and their salient
features.
2. Analyse with examples why
proper problem identification
and definition are the crucial
issues in the marketing
research process.

AND
covered in chapters 7-9 of
the prescribed text.
6 18 Sept. Scale development
and attitude
measurement
Chapter: 11

Presentation topic
1. Distinguish between
exploratory, descriptive and
causal research design with
the merits and weaknesses
of each.
2. Discuss under what
circumstances each of these
designs are used.
AND
7 25 Sept. Basic sampling
techniques and
questionnaire design
Chapter: 10 &
12
Choose relevant topic(s)
the prescribed text
CLASS FREE PERIOD: 1-4 OCTOBER, 2013
8 9 Oct. Data analysis -1 Chapter: 13-14
Presentation topic
1. Critically distinguish between
quantitative and qualitative
research methods.
2. Discuss the major
classification of qualitative
research techniques with
examples.
AND
**Any other relevant topic(s)
covered in chapters 9 to 11
of the prescribed text.
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10 16 Oct. Data Analysis -2 Chapter:15-16
Presentation topic
1. Discuss the critical issues in
questionnaire development
and administration.
2. Discuss the leading scaling
techniques with their
applications in marketing
research.
AND
covered in chapters 13-14
of the prescribed text.
11 23 Oct. Research report :
preparation and
presentation
Chapter 17
Presentation topic
1. Discuss the main sampling
methods used in marketing
research.
2. Discuss the various types of
scaling methods with
suitable examples.
AND
Project report due next week
12 30 Oct. Prepare for
presentation of project
reports
No formal
lecture
Project report due today

Peer led group meeting for
preparing the project report
presentation

13 6 Nov. Formal presentation of
project reports
Presentation of
project reports
Presentation of final projects
14 13 Nov. Formal presentation of
project reports
Presentation of
project reports
Presentation of final projects

4: Unit Resources

4a Lists of required texts/readings
Textbooks and
Course Materials:
Hair, J. F., Lukas, B. A., Miller, K.E., Bush, R. P and Ortinau, D.J.
(2012), Marketing Research, McGraw Hill Irwin (Prescribed text)

Supplementary
reading/reference:
Wilson, A. Johns, R., Miller, K. and Pentecost, R.(2011),
Marketing Research: An Integrated Approach, Pearson.

Allen, P. and Bennett, K. (2011), SPSS: A practical guide, Version
18, Cengage Learning.

Coakes, S.J. and Steed, L (2007), SPSS: Analysis without
Anguish, John Wiley and Sons Australia Ltd.
Pallant, L. (2002), SPSS Survival Manual, Allen & Unwin
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Churchill, G.A. and Lacobucci, D (2005), Thompson South-
Western

Boyce, J. (2005), Marketing Research2e, McGraw-Hill Australia.

Lukas, B. A. et al (2004), Marketing Research, McGraw-Hill
Australia.

McDaniel, C., D. and Gates, R (2005), Marketing Research,
Wiley, NJ

Zikmund, W. Ward, S, Lowe, B and Winzet, H. (2007), Marketing
Research, Thomson, South Melbourne, Victoria. Asia Pacific
Edition.

Bush, R.P. (2009), Marketing Research, McGraw-Hill Companies

Aaker, D. A. (2005), Marketing research, Pacific Rim edition, John
Wiley & Sons

There are also a number of excellent readings in the library & UC
Online. Search under Marketing Research.

Some of the useful links for online resources:

Please go to the respective weeks listed in Moodle and
download the articles listed there for your readings.

4b Materials and Equipment
None
4c Unit website
To find your unit site online, login to LearnOnline(Moodle) using your student ID.
Since face-face interactions are also extremely important in achieving the learning outcomes
of this unit, students are strongly urged to attend the formal classes and presentation sessions.

5: Assessment

5a Assessment overview

Assessment item
(including exams held in
the exam period)
Due date of
assignments
Weighting
(total to equal
100%)
Addresses
learning
outcome(s)
Addresses
generic skill(s)
1. Research project
report
30 October 30%
1-6 1-5
2. Research report
presentation
6 and 13
November
20%
1-6 1
3.Topic presentation
(syndicate leadership)

In selected
weeks
Two topics
(20% each
=40%)
1-2 & 4-6 1-4
4. Class participation Ongoing 10% 1-5 1 5

Note: Students must receive at least 50% of the total assessment marks overall in order to
pass the unit.
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5b. Details of each assessment item
Research Project
The project is concerned with preparation and presentation of a research report to gain
hands on experience of the application of marketing research methods into practice.
Students will have access to a database based on hypothetical responses to a number of
questions relating to a specific research topic. Each group will be responsible for analysing
the data using SPSS program and prepare the final reports based on an analysis and
interpretation of the results. The formation of the group will be finalised in the third week of
the session and the size of a group will depend on the total number of students in the class.
Please note that the project is a practical research task and requires an organised and
consistent effort on the part of students.
This assessment item consists of two phases:
1. A research project report - 30% (Group)
2. Presentation of project report- 20% (Individual)
1. Written Project report (30%)
Due date: 30 October 2013
Word limit: 5,000 words (maximum)
The Project Report is the final outcome of your research. This part of the assignment will
reflect the overall research skills that you have developed throughout this unit. The project
report will demonstrate your understanding of the various steps of the marketing research
process in an applied setting. This assignment has a number of tasks to be completed by
candidates. These are as follows:
1. Provide an executive summary of the report
2. Provide an introduction and background of the research topic
3. Identify the research objectives and research question
4. Develop a brief literature review on the research topic
5. Develop and discuss the hypotheses to be tested
6. Choose the appropriate statistical technique and analyse the data
7. Interpret the data and summarise the findings based on that interpretation
8. Write the final research report on the findings and their implication
9. Identify the limitation(s) of the study and explore future research potential
10. Present the findings to the class

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Contents of the project report
1. Title page
2. Table of Contents including a list of Tables/Figures/Graphs/Exhibits and Appendices
3. Executive summary
4. Introduction
5. Research objectives and research question(s)
6. Literature review
7. Data Analysis and statistical techniques
8. Results and discussions
9. Limitations and future research
10. Conclusions and recommendations
11. List of references
12. Appendices
a. SPSS output of results
b. Secondary data such as tables, figures etc.
c. Any other relevant information and documentation

** Please see appendix 3 for detailed marking criteria for the project report.

Please note the following:
Submit two copies of your report to your lecture by the due date. One will be used for
marking purposes and the other will be retained for record.

There is a structured assessment format for this assessment item. See appendix 3
for details. As every aspect of the project is important, take every aspect seriously.

For assistance with group work please go to
http://www.canberra.edu.au/studyskills/learning/oral and click on Working in group
2. Presentation of project report (20%)
The presentation of the project report should be of a professional standard. Presentation will
be of 8 minutes (Maximum) duration followed by 2 minutes of discussion for each presenter
within a group. However, the lecturer/tutor will decide the exact time allocated for
presentation depending on the number of groups. The presentation will be evaluated out of
20 (twenty) marks on an individual basis. Each member of the group will present on a
specific aspect of the project as agreed upon by the group. A structured assessment format
will be used for marking. The criteria will include content, overall coverage of the project
report, presentation skills, depth of analysis of the findings, use of visual aids, body
language, handling questions and overall effects. A copy of the assessment format will be
distributed to the students in the class. A brief summary of the project report has to be
handed to the Lecturer as well as to the class members before the presentation starts. All
students are expected to participate in the discussion.

For help with oral presentations go to
http://www.canberra.edu.au/studyskills/learning/oral and click on Giving an oral
presentation.

Please note:
There is a structured assessment form for this assessment item. See appendix 2 for
details.
It is your responsibility to keep a copy of each assessment task that is submitted.
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3. Syndicate leadership based paper presentation: 40%

Each student will select two topics preferably reflecting the theme(s) of the topic presented by
the lecturer the week before. The students are required to circulate a one page summary of the
papers with its title specifying the week in which the paper will be presented. Every week the
class will be divided into a number of syndicates. The presenting students will lead the
syndicate in the particular week. The syndicate members will discuss the findings of the paper
amongst the members of the syndicates and find out the best possible outcomes of the
discussion with an input from the lecturer who will facilitate the discussions. The syndicate
leader will then present the outcomes of the discussion to the class. In this format the
presenting student will only be evaluated. Please note that each student is required to
distribute an abstract of the paper to the class members at least a week before his/her
scheduled presentation date.

In this way Each student will lead two syndicates and present two paper of their choice as per
the above specification. Each syndicate leader will require assessing the level of contribution
made by each member of the concerned syndicate using Confidential Participation Evaluation
Form (Appendix 2). These completed forms are to be handed to the lecturer before the
presentation begins. Each paper will be evaluated for 20 marks (total 40 marks for two
papers). The presenter will be evaluated using a structured format (See appendix 1)

4. Class participation (10%)
Class participation will be evaluated out of ten (10) marks based on your participation and
constructive contribution to all classes, presentation sessions and computer lab-sessions.
Names and details of students participating and contributing will be formally recorded every
week for marking purposes.

**The unit convenor has the final discretion in determining any participation mark.

A general note for all assessment items:
It is your responsibility to keep a copy of each assessment task that is submitted.
Late submission of assignments will be penalised by 5% per day. Any request for
extensions must be submitted in writing to Dr Ali Quazi with supporting
documentation such as an original medical certificate. Please note that there is no
guarantee that extensions will be granted.

5c Special assessment requirements

N/A
5d Supplementary assessment

Refer to the UC Supplementary Assessment Policy

5e Academic Integrity

Students have a responsibility to uphold University standards on ethical scholarship.
Good scholarship involves building on the work of others and use of others work must
be acknowledged with proper attribution made. Cheating, plagiarism, and falsification
of data are dishonest practices which contravene academic values.

The Academic Skills Centre provides opportunities to enhance student understanding of
academic integrity.
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5f Text-matching software

TURNITIN, a text matching software may be used to check the originality of your work if is
deemed necessary.

6: Student Responsibility

6a Workload
The amount of time you will need to spend on study in this unit will depend on a number of
factors including your prior knowledge, learning skill level and learning style. Nevertheless, in
planning your time commitments you should note that for a 3cp unit the total notional
workload over the semester or term is assumed to be 150 hours. These hours include time
spent in classes. The total workload for units of different credit point value should vary
proportionally. For example, for a 6cp unit the total notional workload over a semester or term
is assumed to be 300 hours.

6b Special needs
Students who need assistance in undertaking the unit because of disability or other
circumstances should inform their Unit Convener or UC AccessAbility as soon as
possible so the necessary arrangements can be made.

6c Attendance requirements
Students are strongly encouraged to attend the lectures and presentation sessions to enhance
their learning and performance in the unit.

6d Withdrawal
If you are planning to withdraw please discuss with your unit convener. Please see Withdrawal
of Units for further information on deadlines.
6e Required IT skills

Students should be able to access websites and databases to collect information for research
relating to the assessment items such as company information and research papers.

6f In-Unit Costs
(Note: To calculate your unit fees see: How do I calculate my fees?.
The online UC Co-op Textbook Search is available for purchasing text books.)
6g. Additional information

None.

6h Work placement, internship
N/A

7: Student Feedback
All students enrolled in this unit will have an opportunity to provide anonymous feedback on
the unit at the end of the Semester via the Unit Satisfaction Survey (USS) which you can
access by logging into MyUC via the UC homepage: http://www.canberra.edu.au/home/. Your
lecturer or tutor may also invite you to provide more detailed feedback on their teaching
through an anonymous questionnaire.

8: Authority of this Unit Outline

Any change to the information contained in Section 2 (Academic content), and Section 5
(Assessment) of this document, will only be made by the Unit Convener if the written
agreement of Head of Discipline and a majority of students has been obtained; and if written
advice of the change is then forwarded to each student enrolled in the unit at their registered
term address. Any individual student who believes him/herself to be disadvantaged by a
change is encouraged to discuss the matter with the Unit Convener.
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APPENDICES
APPENDIX - 1
MARKETING RESEARCH METHODS 6263 (2013)
Syndicate Members Confidential Participation Evaluation Form

Name of syndicate leader ID

Assess the performance of your session members on the basis of the
following:

1. Level of preparation on the topic (home work etc)
2. Level of active participation in the discussion
3. Overall understanding of the topic

Name of session
Member
ID Measurement scales
Poor Excellent
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5

Syndicate leaders comment

Syndicate leaders presentation valuation form

Assessment criteria Scales of measurement
Poor Excellent
1. Content: discussion of the relevant
concepts and Issues
1 2 3 4 5
2. Quality and depth of arguments placed
including relevant examples
1 2 3 4 5
3. Presentation skills: interactive, use of
Use of visual aids, voice, timing and
handling questions
1 2 3 4 5
2 3 4 5
4. Overall performance

1 2 3 4 5
Markers comments:

Marks: /20
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APPENDIX 2

MARKETING RESEARCH METHODS 6263 (2013)
Evaluation sheet for individual project report presentation

Name of student ID.Date..

Assessment criteria Scales of measurement
Poor Excellent
1. Coverage of the project
A demonstrated understanding of the relevant
concepts and issues being presented

1 2 3 4 5
2. Quality of arguments
Logical and consistent with the topic
Use of relevant data as evidences for arguments
Sound Interpretation of results (if applicable)
Depth of insights into relevant issues

1 2 3 4 5
3. Presentation skills
Quality of organisation
Use of visual and other required aids
Body language (e.g. eye contact, pace of voice)
Maintaining the allocated time
1 2 3 4 5
4. Audience involvement and management
Level of interactions and involvement
Handling questions and comments
Level of entertainment and demonstrated courtesy

1 2 3 4 5

Markers Comments:

Marks /20

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APPENDIX 3

6263 MARKETING RESEARCH METHODS (2013)
PROJECT MARKING SHEET - REPORT

Student (s)
Student ID

Project

Comments if
applicable in each
section
Poor
1

2

3

4
Excellent
5
Executive
Summary
Not at all present or
poorly written: too long,
or too short.; provides a
poor summary of the
report in terms of contents
and presentation
Very much present , well
written containing all
relevant information;
highly professional and
organized; an excellent
summary of entire report;
No longer than 1.5 (single
spaced) pages.
Introduction Not al all present or very
poorly written, does not
set the stage of the
research or poorly
introducing the topic
which does not attract
any interest from readers
to read further.
Written in a way that very
well introduces the
research to readers, very
clear and relevant to the
topic, successfully set the
stage by explaining the
purpose of the report in
clear and attractive
language that attracts
readers to read through
the entire report
Research
Objectives and
research
questions

Not at all present or very
poorly organized,
presented and formulated,
not well written, not clear
and precise, too short and
not to the point

Very well presented. Well
organized and formulated
in a standard format. Very
clear, precise and
consistent. The flow of
presentation of objectives,
problems and questions is
well maintained.

Literature review Poorly covered with no
direction. Very poorly
organized. Lack of flow of
review. Insufficient
information. Not at all or
loosely relevant to the
topic.
Very well covered and
presented. A clear flow of
information search and
well linked to the topic of
the research project. Well
organized and directed to
the goal of the literature
review.
Data Analysis and
statistical
techniques
Not sufficiently presented
and organized. Poor
understanding of the data
analysis techniques and
employment of
inappropriate techniques.
Well organized and
presented. Demonstrate a
sound understanding of
data analysis techniques
and their applications in
practice. Sufficient tables,
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Not enough tables, figures
and graphs are used
figures and graphs are
used to present a
comprehensive analysis
of data.
Results and
discussions
Very poor quality of
discussion and
interpretation of results,
Lack of depth in
discussion and
presentation..
High quality of discussion
and interpretation of
results, Sufficient depth in
the discussion and
interpretation of findings.

Limitations and
future research

Use of excuses for poor
research or actual
limitation(s) not well
identified and either not
at all mentioned or poor
identification of future
research potential
Proper identification of
actual limitations of the
research. An excellent
identification and
exploration of relevant
future research potential
Conclusion and
recommendations
No conclusion at all or
very poorly concluded.
Very poor quality and
irrelevant and unrealistic
recommendation
Conclusions are
thoughtful and valid. Very
useful, relevant and
realistic recommendation.
List of
Referencing
Not at all present or
presented in an
inconsistent manner. Very
poor referencing style.
Not followed any standard
format.
Very well presented in a
consistent and
professional manner.
Followed a standard
referencing style .
Appendices Not relevant or not
present or partially
presented
Relevant and fully
presented
Total

Note: Please make sure that your report addresses all marking criteria

Overall Grade for this project: /30

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