SUBJECT OUTLINE
24720 Applied Marketing Research
Subject coordinator
Subject Coordinator: Dr Graham Massey
Room: CM08.11.093
Phone: 9514 3480
Email: graham.massey@uts.edu.au
Office hours: Friday, 4:00pm-6:00pm – appointment mandatory
Teaching staff
CanvasLecturer:
Dr Graham Massey
Email: graham.massey@uts.edu.au
Workshop instructors:
Dr Graham Massey
Email: graham.massey@uts.edu.au
For all inquires in regard to this subject please use the following guide
In most cases information you require is available in the subject outline or on UTSCanvas. If you cannot find the
answer we strongly encourage you to post all questions and queries (unless they are of a private nature) on the
relevant discussion forum on our UTSCanvas website before you contact staff directly. This policy aims to benefit
everyone – as questions and answers can be shared among all Students. Response times are generally within 48
hours. For questions of a personal nature please contact your workshop facilitator or lecturer to make inquires or to
request an appointment. Please note that emails will only be accepted from and sent to your UTS email address and
should contain your student name and ID number in the subject.
Subject description
This subject provides a comprehensive review of the marketing research process, from problem recognition and
definition through to the findings and recommendations for marketing decision-making. The subject provides students
with the cognitive, technical and creative skills to generate and evaluate complex ideas and concepts and apply them
to the field of marketing research. This can then be applied in the subject to conduct high quality, managerially
actionable research. Topics covered include the marketing process – the generation and management of the
marketing information resources of an organisation. In this sense, the subject is critical to a discussion of specific,
functional decision areas of marketing in other subjects. The practical emphasis in this subject contributes to students’
understanding of the theories, technical skills, and methodologies required to draw conclusions to make professional
decisions for marketing decision makers.
Subject learning objectives (SLOs)
Upon successful completion of this subject students should be able to:
1. apply marketing research knowledge and skills to assist managerial decision-making
2. discuss the main areas in which the validity of marketing research projects may have been reduced, and take
appropriate corrective action
use appropriate statistical procedures for data analysis and be able to correctly interpret the output, and clearly
Course area UTS: Business
Delivery Spring 2022; City
Credit points 6cp
Result type Grade and marks
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3. use appropriate statistical procedures for data analysis and be able to correctly interpret the output, and clearly
communicate the implications of the findings to decision-makers.
Course intended learning outcomes (CILOs)
This subject also contributes specifically to the following program learning objectives:
Critically analyse and apply creative problem-solving processes to address complex marketing issues and provide
integrated solutions (1.1)
Integrate high-level technical skills and professional principles within specialised marketing practice (4.1)
Contribution to the development of graduate attributes
The basis for effective managerial decision-making is clear, concise and accurate information. Marketing Research
introduces students to the key concepts and methods of conducting valid, actionable research to obtain information to
aid marketing decision-making. This subject provides a basis for understanding the theory and practice of marketing
research, to achieve this end.
This subject contributes to the development of the following graduate attributes:
Intellectual rigour and innovative problem solving
Professional and technical competence
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and tutorial/workshop sessions. The lectures will present the
theory associated with the weekly topics, and the workshops will reinforce that theory through the use of practical
questions and exercises, and the use of statistical tools in the computer labs. These classes will be supplemented
with both printed and electronic learning materials and resources.
Students are expected to prepare for class by answering specific questions or by attempting the computer workshops
prior to class so that the instructor can facilitate individual and group discussions, and activities in class. Formative
feedback is given continually both in class and outside class time, both on the topics chosen to research, and the
development and testing of the questionnaire.
The learning management system will be used to share information and encourage interaction between staff and
students. Students will also use appropriate computer software such as spreadsheets and word processors to
complete assigned tasks.
Content (topics)
1. Qualitative research design
2. Secondary data research
3. Survey and questionnaire design
4. Measurement development
5. Experimental research design
6. Sampling
7. Hypothesis testing
8. T-test and ANOVA
9. Correlation and regression analysis
Program
Week/Session Dates Description
1 1 Aug Introduction: The Role of Marketing Research; Information Systems and
Knowledge Management; The Marketing Research Process
Notes:
Reading: chapter 1, 2, & 3
Workshop: no workshop
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2 8 Aug Problem Definition; Qualitative Research
Notes:
Reading: chapter 4 & 5
Workshop: Form groups for group project. Submit intended Marketing
Research topic, group list and contact details.
3 15 Aug Secondary Data Research in a Digital Age; Survey Research: An Overview
Notes:
Reading: chapter 7 & 8
Workshop: Groups need to advise their chosen topic for group project.
4 22 Aug Survey Research: Basic Methods of Communicating with Respondents;
Observational Research
Notes:
Reading: chapter 9 & 10
5 29 Aug Experimental Research: An Overview; Test Marketing and Experimental Design
Notes:
Reading: chapter 11 & 12
6 5 Sept Measurement; Attitude Measurement
Notes:
Reading: chapter 13 & 14
7 12 Sept Questionnaire Design
Notes:
Reading: chapter 15
8 19 Sept Sampling Designs and Sampling Procedures; Determination of Sample Size
Notes:
Reading: chapter 16 & 17
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StuVac – No classes 26 Sept StuVac – No classes
Notes:
Workshop: Questionnaire due
9 3 Oct Fieldwork; Editing and Coding: Transforming Raw Data into Information
Notes:
Reading: chapter 18 & 19
Questionnaire due
10 10 Oct Basic Data Analysis: Descriptive Statistics; Univariate Statistical Analysis
Notes:
Reading: chapter 20 & 21
11 17 Oct Bivariate Statistical Ananlysis: Differences between Two Variables, Measures
of Association; Multivariate Data Analysis
Notes:
Reading: chapter 22, 23, 24, 25
12 24 Oct No Formal Classes
Notes:
Final project report due: 23 May 2022
The classes will consist of a mixture of lectures, and tutorials/class discussions. It will be assumed that students have
read the reference material for each session before class. The tutorials each week will briefly review or conduct some
discussions or exercises for contents taught in that current week.
Additional information
Canvas
Canvas is an integrated teaching and learning component of this subject. The Subject Coordinator will use this
resource to post lecture notes and other relevant readings, and to make announcements about the subject.
It is an expectation and responsibility that you access Canvas at least once a week.
You will be using Canvas to:
keep up to date with important course information (via announcements)
access relevant course documents (course outline, lecture slides, etc.)
access to additional learning resources
gain additional information on assessment expectations and guidelines
Assessment
In addition to all the assessment information given below, guidelines, instructions and specific criteria for the
assessment will be placed on Canvas at an appropriate time during the semester. It is a requirement for each
assessment item that students review this information before attempting the assessment task
Examinations will be conducted under University examination conditions, and hence thoroughly address concerns
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Examinations will be conducted under University examination conditions, and hence thoroughly address concerns
regarding secure assessment. Group assessment will be secured through a combination of continual updating of
assessment tasks across semesters, peer-evaluation assessment techniques and/or plagiarism detection software.
Assessment task 1: Questionnaire (Group)
Objective(s): This addresses subject learning objective(s):
1, 2 and 3
This addresses program learning objectives(s):
4.1
Weight: 20%
Task: The class will divide into teams for the purpose of conducting a market research project of their
choice. The objectives of the Questionnaire design project are to build knowledge and skills in
designing a valid, reliable research tool to collect high quality market research data. Data collected
as part of this assessment item will be used as input data for their major assignment.
Due: Further details of the assignment will be released through UTS Canvas during the semester
Criteria: Ability to identify the relevant independent variables for their study
Develop valid, reliable measures
Design questionnaire using sound principles and practices of questionnaire design
Further
information:
Groups will begin to be formed in the first workshop and students must submit a group registration
form to their workshop facilitator by the end of workshop 3. Groups must inform their workshop
facilitator of their chosen topic in the specified week.Groups must also submit their questionnaires to
their Instructor in the specified week.
Submitting the Questionnaire
Groups should submit drafts, and the final copy of the questionnaire to the Subject Coordinator via
UTS e-mail.
In addition to the information supplied here, guidelines, instructions and specific criteria for the
assessment are placed on Canvas. It is a requirement for this assessment item that all students
review this information before attempting the assessment task.
Special Consideration: Any Student that has a difficulty with the assessment task should apply for
special consideration and must do so before the due date of the assessment item. For full details of
the special consideration application process and to apply go to
http://www.sau.uts.edu.au/assessment/consideration.html
Assessment task 2: Project (Individual)
Objective(s): This addresses subject learning objective(s):
1, 2 and 3
This addresses program learning objectives(s):
1.1
Weight: 30%
Task: The Major Assignment requires students to use the data they collected using the questionnaire their
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Task: The Major Assignment requires students to use the data they collected using the questionnaire their
group designed in Assessment 1, and analyse the data, and write up the results of the analysis and
their implications for management. The tests will involve reliability analysis to assess the quality of
the data, descriptive statistics (including the means/averages, and standard deviations, and
correlations), and multiple regressions. The output from these tests will be included in the Project
Report, along with an interpretation of the results, and a discussion of their implications for
management
Assessment Criteria
Marks will be awarded based on the following criteria:
(i) Whether the student has conducted the appropriate tests correctly
(ii) Whether the student has clearly explained those tests to the “client” in non-technical language
(iii) Whether the output from the statistical tests are reported and interpreted correctly
(iv) Whether the student has provided a detailed interpretation of those test results, and their
implications/recommendations for management/the client, and done so in clear, non-techncal
language
Due: Further details on the assignment will be released through Canvas during the semester
Criteria: Correctly apply statistical tests and write a comprehensive report of their data analysis for a client
Clearly explain the statistical tests used, in lay-persons language
Discuss all relevant output, and appropriately discuss its implications
Propose feasible recommendations for the client
Assessment task 3: Final Examination (Individual)
Objective(s): This addresses subject learning objective(s):
1, 2 and 3
This addresses program learning objectives(s):
1.1 and 4.1
Weight: 50%
Task: The purpose of the exam will be to ensure that students consolidate the semester’s learning and
demonstrate their ability to apply market research theory and concepts to real-life situations. The final
exam will cover all material from the semester.
This exam will be composed of two types of question:
1. (a) Questions on theoretical and/or practical issues relating to marketing research, e.g., preparing
a detailed research proposal, or questionnaire designing, or (b) interpreting statistical output.
2. Interpretation of statistical output from SPSS. In order to score well in these questions students
must clearly explain the nature of the tests being used, what output they provide, and how it is
interpreted. In addition it is essential that students provide a detailed analysis and interpretation of the
statistical output provided in the question. This will involve (i) Reporting the relevant results of the
tests, (ii) Interpreting these results, and (iii) providing a clear discussion for your “client” of the
Managerial Implications of these results, and your recommendations to management which flow from
the results.
Assessment Criteria
Marks will be awarded based on the following criteria:
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(i) Whether the student has followed the instructions, and answered all parts of the question
(ii) Whether the student has explained those tests in clear, non-technical language to the “client”
(iii) The quality of those answers which includes: (a) Where statistical tests are used, whether the
nature of those tests are clearly explained to the client, in simple-non-technical language, and (b) The
quality of the reporting of the results, their completeness, correct interpretation, and their managerial
implications for the client.
Due: The Final Exam will be held during the University Final Exam period. Full exam details and dates will
be published on the UTS homepage during the semester.
Criteria: Depth of application of marketing research and theory
Correctly apply statistical tests
Clearly explain the statistical tests used, in lay-persons language
Discuss all relevant output and its managerial implications for the client
Further
information:
The final examination is a centrally conducted examination and subject to the strict rules of the
Student Administration Unit. These rules cover how students are assessed and what you must do in
order to sit an exam. There are also processes to help you if you want to query your results or if you
need to ask for special consideration.
A full guide listing the specific requirements for Special Conditions, Scheduling Difficulties,
Rescheduled Exams, Special Consideration and Special Exam procedures will be placed on
UTSCanvas during the semester and students are expected to follow this guide in relation to all exam
related issues. More information, as well as links to the relevant forms, is available on the Student
Administration Unit website
http://www.sau.uts.edu.au/assessment/exams/central.html
or speak to the staff at the Faculty of Business Student Centre
Use of plagiarism detection software
Students will be required to upload their completed individual Major Assignment (Data Analysis, Interpretation, and
Implications) to Turnitin. Please note that this should only be done once, when the assignment is ready for grading.
Instructions on how to upload documents to Turnitin will be provided during the semester.
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Lecture slides as well as exercises and case studies for the workshops can be downloaded from UTS Online on
Wednesday before the respective lecture. It is expected that students prepare the workshop content before attending
the workshops.
Recommended texts
It is recommended that students consult the relevant chapters (as per the program above) of the following book:
Babin, Barry, J. and Zikmund, William G., (2016), Exploring Marketing Research, 11th edn, South Western/Cengage
Learning.
References
Additional readings will be placed on UTSCanvas throughout the semester.
Assessment: faculty procedures and advice
Extensions and late assessment protocol
Any assessment task (excluding take home final exams, frequent assessment tasks that must be submitted on a
regular basis prior to or during a synchronous class such as weekly homework preparation, pre-class or in-class
quizzes or single assessments that are performed and assessed during class time such as presentations) submitted
after the due date and time, will be either:
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penalised by way of loss of marks where 10 per cent (10%) of the marks for the assessment task will be deducted
per day for assessment tasks submitted after the due date. A day is defined as a 24-hour period or part thereof
following the published due date and time of the assignment, and
will be rejected and not marked if the assessment is submitted more than 5 calendar days after the stated
submission date, unless a formal extension of time has been granted by the Subject Coordinator, or
rejected without marking (where the subject outline states that this will be the consequence of an assessment task
being submitted after the due time on the due date without an approved extension)
The maximum penalty that can be applied is 50% of the assessment marks (as submissions over 5 days late are not
accepted). Students cannot receive a negative score for the assessment task after a penalty is levied.
A penalty for late work will not apply in cases of approved extensions by the Subject Coordinator. Approved
extensions cannot be made without a request for extension sent directly to the coordinator (or nominated approving
tutor as designated by the subject coordinator) (for extensions of one week or less) or via an application for special
consideration (for extensions of more than one week, within the UTS time frames for submission). Any direct requests
must be received by the Subject Coordinator at least 24 hours prior to the due date and time.
A penalty may not apply after due consideration of any submission (request for extension or application for special
consideration) by the Academic Liaison Officer (ALO), on behalf of students registered with Accessibility Services.
Academic liaison officer
Dr Robert Czernkowski, Accounting Discipline Group, telephone 9514 3736
Dr Mario Fiorini, Economics Discipline Group, telephone 9514 3339
Associate Lecturer Linda Styles, Finance Discipline Group, telephone 9514 7758
Associate Professor Nico Schulenkorf, Management Discipline Group, telephone 9514 5368
Associate Professor Christine Eckert, Marketing Discipline Group, telephone 9514 3051
Any arrangements should be negotiated within the first six weeks of session.
Support
Student Services Unit/Counselling: Student Services provides a range of free and confidential professional services
to support different aspects of your life and learning at UTS. These services include counselling for personal and
learning problems or issues. If you are experiencing difficulties with your overall study program, for whatever reason,
telephone +61 2 9514 1177 (City campus).
The Accessibility and Financial Assistance Service:The Accessibility Service can support students with
disabilities, medical or mental health conditions, including temporary injuries (e.g., broken limbs). The Accessibility
Service works with Academic Liaison Officers in each Faculty to provide ‘reasonable adjustments’ such as exam
provisions, assistive technology, requests and strategies for managing your studies alongside your health condition. If
you are unsure whether you need assistance, we recommend getting in touch early and we can provide advice on
how our service can assist you. Make an appointment with an Accessibility Consultant (AC) on +61 2 9514 1177 or
Accessibility@uts.edu.au.
The Financial Assistance Service can assist you with financial aspects of life at university, including Centrelink
information, tax returns and budgeting, interest-free student loans and grants to assist with course-related costs.
Check eligibility and apply online and make an appointment on +61 2 9514 1177 or Financial.Assistance@uts.edu.au.
Parents/carers: The Academic Liaison Officers (ALOs) should be your first point of contact as you navigate time and
other pressures as a result of your caring responsibilities. ALOs will be able to advise you and liaise with other staff
on your behalf in relation to assessment arrangements.
Improve your academic and English language skills: Marks for all assessment tasks such as assignments and
examinations are given not only for what you write but also for how you write. If you would like the opportunity to
improve your academic and English language skills, make an appointment with the HELPS (Higher Education
Language and Presentation Support) service in Student Services.
HELPS(Higher Education Language and Presentation Support): HELPS provides assistance with English
language proficiency and academic language. Students who need to develop their written and/or spoken English
should make use of the free services offered by HELPS, including academic language workshops, vacation intensive
courses, drop-in consultations, individual appointments and Conversations@UTS. HELPS is located in Student
Services, Building 1, Level 5, Room 25 (CB01.05.25).
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Services, Building 1, Level 5, Room 25 (CB01.05.25).
Study skills/learning support: If you are experiencing difficulty with your studies or need to develop the necessary
study skills you require for your course, there is a host of useful information and websites to help you on the UTS
Business School, Study and Assessment Resource website. Links on how to write better, study more effectively,
available support services/staff to help, how to complete assignments; as well as tips for successful study and online
study skills resources can all be accessed. In addition, HELPS provides self-help resources.
Special consideration: Special consideration consists of the exercise of academic discretion to provide equitable
treatment to students whose performance in an assessment item is affected by illness, misadventure or work-related
circumstances. You should only apply for special consideration when your performance in an assessment item,
including examinations, has been affected by extenuating or special circumstances beyond your control. These
circumstances include:
Serious illness or psychological condition: such as hospital admission, serious injury or illness, severe anxiety or
depression
Loss or bereavement: such as death of a close family member, family relationship breakdown
Hardship or trauma: such as being a victim of a crime, sudden loss of income or employment, severe disruption to
domestic arrangements
Exceptional employment demands: such as active service (e.g. ADF Reserves, bushfire and SES services).
Special consideration is not automatically guaranteed and may not result in a mark adjustment
Careers Service: The UTS Careers Service aims to actively support the career development needs of all UTS
students.
Statement about assessment procedures and advice
Assessment of coursework subjects
All staff and students involved in the assessment of coursework subjects at UTS are subject to the Policy for the
Assessment of Coursework Subjects. The policy is applicable to the assessment of all coursework subjects. This
policy does not apply to thesis subjects that are taken by students enrolled in research degrees, but does apply to any
coursework subjects undertaken by research degree students. It does not describe policy that relates to academic
progression through a course of study.
The policy should be read in conjunction with the Procedures for the Assessment of Coursework Subjects.
Statement on copyright
Australian copyright law allows you as a student or researcher to copy and use limited amounts of other people’s
material in your study or research without their permission and free of charge.
This applies to any sort of published or unpublished work and includes written material, tables and compilations,
designs, drawings (including maps and plans), paintings, photographs, sculpture, craftwork, films (such as feature
films, television programs, commercials and computer video games), software (such as computer programs and
databases), sound recordings, performances and broadcasts (including podcasts and vodcasts of these) and text,
including books, journals, websites, emails and other electronic messages.
It is important to remember that you can only use a limited amount for your study or research purposes and that
you need to correctly acknowledge the author and reference their material when you use it in your work.
Incorrect or improper use of copyright protected material could result in breaking Australian copyright law, for which
significant penalties apply. Incorrect or improper use of copyright protected material at UTS would result in
consideration under the UTS Student Misconduct rules.
UTS Rules and the UTS Student Charter require that students familiarise themselves and comply with UTS student
policies and procedures. Students should also see the copyright statement advising what you can copy and how much
you can use.
Copyright notice concerning teaching materials
Please remember that teaching materials and course resources provided to you at UTS are protected by copyright.
You are not permitted to re-use the UTS teaching materials for commercial purposes without the permission of the
copyright owner. Improper or illegal use of teaching materials may lead to prosecution for copyright infringement. For
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further information see UTS copyright for students and researchers.
Statement on plagiarism
At UTS, plagiarism is defined in rule 16.2.1(4) as: ‘taking and using someone else’s ideas or manner of expressing
them and passing them off as his or her own by failing to give appropriate acknowledgement of the source to seek to
gain an advantage by unfair means’.
The definition infers that if a source is appropriately referenced, the student’s work will meet the required academic
standard.
Plagiarism is a literary or an intellectual theft and is unacceptable both academically and professionally. It can take a
number of forms including but not limited to:
copying any section, no matter how brief, from a book, journal, article or other written source without duly
acknowledging the source
copying any map, diagram or table of figures without duly acknowledging the source
paraphrasing or otherwise using the ideas of another author without duly acknowledging the source.
Students are encouraged to participate in the Avoiding Plagiarism Quiz.
Other breaches of academic integrity that constitute cheating include but are not limited to:
copying from another student, recycling another student’s work, recycling previously submitted work, and working
with another student in the same cohort in a manner that exceeds the boundaries of legitimate cooperation
purchasing an assignment from a website and submitting it as original work
a student requesting or paying someone else to write original work for them, such as an assignment, essay or
computer program, and submitting it as their own work.
Students who condone plagiarism and other breaches of academic integrity by allowing their work to be copied are
also subjected to severe disciplinary action.
Where proven, plagiarism and other breaches of academic integrity are penalised in accordance with UTS Student
Rules Section 16 – Student misconduct and appeals.
Avoiding plagiarism is one of the main reasons why the UTS Business School is insistent on the thorough and
appropriate referencing of all written work. Students may seek assistance regarding appropriate referencing through
UTS HELPS.
Academic integrity
Academic integrity involves a good measure of trust between students, and between students and academic staff and
thesis examiners. Cheating, whether in the form of plagiarism, bringing unauthorised material into exams, submitting
false requests for alternative exams or special consideration, or any other form, is a breach of this trust. Cheating also
subverts the aims and value of students’ studies.
Refer to Good Academic Practice for further information. These principles apply to:
all written reports, assignments, projects, journals and related papers
any examinations, and
any other assessable items required to complete a subject or course.
Statement on UTS email account
Email from the University to a student will only be sent to the student’s UTS email address. Email sent from a student
to the University must be sent from the student’s UTS email address. University staff will not respond to email from
any other email accounts for currently enrolled students.
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