Marketing Research Methods (6372.7)

Please note these are the 2018 details for this unit
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Marketing Research Methods
Available teaching periods Delivery mode Location
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EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
School Of Management Level 2 - Undergraduate Intermediate Unit Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
This unit will introduce students to the lesser complexities of the research process, survey design techniques, the use and sources of secondary data, and the use of qualitative research including focus groups in marketing research. Students will also be introduced to various research techniques including survey research, observation and experiments.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Identify research problems, develop a research proposal for that problem and recommend appropriate research methodology;
2. The basic skills needed to conduct simple marketing research themselves;
3. How to calculate population estimates and parameters and hypothesis testing using SPSS;
4. Design and implement questionnaires; and
5. Calculate research results and draw management relevant implications.


Graduate attributes

1. UC graduates are professional - communicate effectively
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
3. UC graduates are lifelong learners - evaluate and adopt new technology


Skills development

Attributes of UC Graduates

 

The University of Canberra provides a high-quality, innovative educational experience. Our courses are designed to equip our graduates to be leaders of their profession, to be outward-looking global citizens and to value lifelong learning.

 

  1. UC graduates are professional. Because we collaborate closely with industry and other stakeholders, our graduates have the knowledge, skills and attitudes to succeed in their profession and become leaders in their field.

 

UC graduates can:

  • employ up-to-date and relevant knowledge and skills;
  • communicate effectively;
  • use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems;
  • work collaboratively as part of a team, negotiate, and resolve conflict;
  • display initiative and drive, and use their organisation skills to plan and manage their workload;
  • take pride in their professional and personal integrity.

 

  1. UC graduates are global citizens. We support students to gain the knowledge and confidence to be global citizens.

UC graduates can:

  • think globally about issues in their profession;
  • adopt an informed and balanced  approach across professional and international boundaries;
  • understand issues in their profession from the perspective of other cultures;
  • communicate effectively in diverse cultural and social settings;
  • make creative use of technology in their learning and professional lives;
  • behave ethically and sustainably in their professional and personal lives.

 

  1. UC graduates are lifelong learners. Our graduates are passionate about being at the forefront of their profession, staying in touch with the latest research, news and technology.

UC graduates can:

  • reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development;
  • be self-aware;
  • adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas;
  • evaluate and adopt new technology.


Prerequisites

6357 Introduction to Marketing OR 9521 Foundations of Marketing

Corequisites

None.

Assumed knowledge

None.
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

You must have ready access to the prescribed textbook listed below, which is available from the bookshop on the University campus.

Text Book:

Marketing Research, 4th Edition, Hair and Lukas, McGraw Hill Education. http://highered.mheducation.com/sites/1743078765/information_center_view0/index.html

Other recommended sources on developing a project (do not buy):

Pallant, L. (2002), SPSS Survival Manual, Allen & Unwin

Coakes, 2006, SPSS Without Anguish, John Wiley and Sons

Look online for various sources about developing a marketing research report.

Journal articles:

Fatima, J. K., Mascio, R. D., & Johns, R. (2018). Impact of relational benefits on trust in the Asian context: Alternative model testing with satisfaction as a mediator and relationship age as a moderator. Psychology & Marketing, 35(6), 443-453.

Fatima, J. K., & Di Mascio, R. (2018). Reversing the dependency-trust relationship in B2C services. Journal of Retailing and Consumer Services, 41, 1-10.

Submission of assessment items

Extensions & Late submissions

Due dates for assessment

All assignments are required to be submitted by the due date. 

There is no requirement for lecturers to mark assessment items that are submitted late. However in this unit the following practice will be followed:

  • Late assessment which is submitted within 7 days of the specified submission date and time will be accepted for marking. However, 5% of the total marks allocated for that item of assessment will be deducted for each day the assessment is overdue.
  • Late assessment submitted more than 7 days after the prescribed date and time will not be accepted for marking. In this case a student will not receive any marks for the relevant piece of assessment.

If for any reason you are unable to do an assignment by the due date you must submit, to the lecturer, a request for an extension in writing before the due date (unless impossible) setting out in detail the genuine and exceptional reason for requesting the extension.  If there is a medical or counselling reason for the extension request it must be accompanied by a medical or counselling certificate which clearly states:

  • that you were unfit to complete the assignment;
  • the date of the medical or counselling consultation; and
  • the period for which you were / are / will be unfit to complete the assignment.

Special assessment requirements

Note: In order to pass this unit, it is a requirement that all assessments must be attempted.

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

It is recommended that you attend all tutorials and computer labs as scheduled. Missing of any tutorial/lab class may cause you deduction of marks if there is any assigned mark for that particular class activity. 

Required IT skills

Basic computer skill is expected. However, students will be guided thoroughly to become familiar with SPSS during the teaching period of this course.

Work placement, internships or practicums

N/A