The Marketing Research course introduces students to the realm of marketing intelligence and the significance of data to marketers and to companies as an important foundation for planning marketing activities towards the creation of value for the firm. The course provides a comprehensive approach to contemporary marketing research principles and practices towards gathering, acquiring, appraising and applying evidence for decision making. The course covers recent online marketing research trends and developments in the area of relationship and experiential marketing, and their impacts on the quality of evidence and on marketing research applications. Its principal aim is to provide students with research and managerial knowledge, tools and skills for identifying, tackling, judging and using evidence to solve marketing problems in business. 

Learning Outcomes

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

By the end of this course, students will be able to:

1 Identify marketing problem(s) to assist in decision making

2 Choose the methodologies to acquire evidence in an ethical manner to address the marketing problem.

3 Retrieve primary and secondary data to solve the marketing problem

4 Establish the methodological quality, reliability and validity of the data collected

5 Integrate all types of relevant evidence towards finding solutions to the marketing problem

6 Find solutions to the marketing problem based on the integrated relevant evidence

7 Produce an evidence-based marketing report to maximise likelihood of effective implementation of solutions.

Research-Led Teaching

Research-led and practice based teaching:

This course aims at giving students the thrill of real marketing research action. The course offers a rare opportunity to use your growing theoretical skills in practice. Students will do a research project on behalf of a real company facing a real marketing problem which means real excitement for students. The distinctive action research and action learning features of the course drive a ‘student-centred’ and ‘learning by doing’ approach.

The course facilitates student engagement with research via:

• A comprehensive introduction to research and the research process to explain various methods that will be applied through a Market Research Planner (MRP) that has been uniquely developed as an advanced teaching tool for this course;
• Independent and team-based action learning and research using core marketing research concepts and principles to define your research objectives, plan your methods, collect your data, analyse and synthesise information for managerial decision making;
• Interaction and analysis with teams, the class, the real-world client and respondents around the MRP, in order to create a Marketing Research Proposal and Report, the best of which will be presented to the client.

Course structure methodology:

Marketing research is not simply the acquisition of correct information, the best way to learn how to do research is to do research. What this means is that I cannot simply "transmit" knowledge to you, and that be sufficient for you to be able to complete the research project effectively. You will have to take an active role in the learning process. I have created weekly lessons that you will be required to complete on Wattle before you attend workshops, on which you will be quizzed. Workshops will focus on topics of difficulty and application activities. The lecture will focus on completing the MRP for the Market Research Project, all students are required to attend.

Field Trips

There are no field trips.

Additional Course Costs

There are no additional class costs.

Examination Material or equipment

See Wattle

Required Resources

Marketing Research

Author: Hair, Lukas, Miller, Bush & Ortinau

Publisher: McGraw-Hill Education

Edition: 4th

ISBN: 9781743078761

Availability: Campus bookstore and Library closed reserve

Prices:

• Physical text: $159.95
• Ebook: $59.95 (Available: http://www.mheducation.com.au/9781743073735-aus-vitalsource-ebook-online-access-for-marketing-research/)
• Used: ??? (This edition has been in use for a number of years so second-hand copies may be available. Use older editions at your own risk)
• Library: Free (Copies will be made available through closed reserve in the library)

Notes: We also encourage students to register with the book’s companion online learning centre (OLC) at www.mhhe.com/au/hair4e for an engaging learning experience.

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

Price: Free

Recommended Resources

Consultation Times Arrangements: Book a time here (may require setting up login). This makes consultations more efficient and reduces the need for queuing. See Additional Resources section on Wattle.

Staff Feedback

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

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

Student Feedback

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

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Workshop: Module 1: Subject introduction, group formation and the research process Lecture: Module 2 (Phase 2a) Marketing problems and research questions	Workshops start this week. Groups for the major project will be formed.
2	Workshop: Module 2 (Phase 2a): Client briefing (All students must attend) ?Lecture: Module 2 (Phase 2b): Theory and Research design	Workshops: Last chance to join a group. If you are not in a group by the end of this week you will be doing the major project as an individual.
3	Workshop: Module 2 (Phase 2b): Theoretical framework and Research design Lecture: Module 3 (Phase 3a): Qualitative methods
4	Workshop: Module 3 (Phase 3a): Qualitative methods Lecture: Module 3 (Phase 3b): Quantitative methods
5	Workshops: Module 3 (Phase 3b): Sampling Lecture: Module 4: Scale selection and Questionnaire design
6	Workshops: Research Project Proposal Presentation + Questionnaire design Lecture: Module 5: Qualitative analysis	Due: Research Project Proposal Presentation Due: Research Project Peer Evaluation, Friday 4pm via Wattle
7	Workshop: Module 5: Qualitative analysis Lecture: Module 6: Questionnaire review and Preparing the data
8	Workshop: Module 6: Data preparation and description Lecture: Module 7 (Phase 7a): Tests for difference
9	Workshop: Module 7 (Phase 7a): Tests for difference Lecture: Module 7 (Phase 7b): Tests for association
10	Workshop: Module 7 (Phase 7b): Tests for association Lecture: Module 7 (Phase 7c): Tests for interdependence
11	Workshop: Module 7 (Phase 7c): Tests for interdependence Lecture: Module 8: Report the results
12	Workshop: Module 8: Research Project Presentation Lecture: Module 8: The final report	Due: Research Project Presentation

Tutorial Registration

Via Wattle

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Research Project	50 %	17/09/2019	28/11/2019	1,2,3,4,5,6,7
Workshop Preparation Quizzes	20 %	22/07/2019	01/11/2019	1,2,3,4,5,6
Workshop Activities	30 %	22/07/2019	01/11/2019	1,2,3,4,5,6

* 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

Participation is expected in all classes and assessment.

Examination(s)

Not applicable.

Assessment Task 1

Research Project

Assessment Description:

A semester-long team project is an essential part of this course. This project allows you to apply learned concepts to a real-life marketing research project. The marketing research industry is structured so that businesses commission research to be conducted by marketing research firms. Groups will act as teams who have been commissioned to conduct a research project on behalf of a business client.

The client will provide students with a marketing problem brief and will also conduct a briefing session in the lecture of week 2 (all students should be in attendance), this will be your only chance to ask questions directly from the client. Groups will then apply their learning of research processes, methods and analysis techniques to complete the following:

1. Translate the client's marketing problem into a research problem
2. Define the purpose of the research
3. Identify and apply appropriate methods (both qualitative and quantitative)
4. Analyse and report findings to research questions
5. Derive conclusions and recommendations for the client to solve their marketing problem

Assessment type: Group

For this project student teams (4-5 students) will be formed in the workshops in week 1 (groups will be finalised in week 2). Any student not in a group by the end of the workshop in week 2 will be assumed to be working alone. However, this is not recommended due to the amount of work this project will require.

1. Assessment components:
2. Research project proposal (10%)
3. Research project presentation (10%)
4. Research project report (30%)
5. Peer assessment

Component 1: Research project proposal (10%)

Purpose: The marketing research proposal presents the "plan" for the research project. It needs to convince the client of the need for the project and your group's competence in conducting the research. It will also function as feedback for students so that they can improve their final reports. The client will attend presentations and approve the best proposal(s) to be implemented. The proposal details the following:

• Background to the problem
• Research purpose
• Theoretical framework
• Proposed research design
• Time frame

Notes:

1. Once a proposal has been approved all groups in the workshop will base their final presentation and report on this proposal.
2. Prior to the Proposal Presentation all students must have signed the contract with the client (see Wattle for details).
3. Prior to the Proposal Presentation all students must have read and agreed to the Ethics Guidelines.

Due: Workshops week 6

Presentation format: 10 minutes, including question time.

Return of assessment: two weeks after submission

Marking rubric: Available on Wattle

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

Component 2: Research project presentation (10%)

Purpose: The research project presentation is an opportunity for groups to present an outline of their reports, and present their initial findings and conclusions. The major purpose of this assessment item is to provide feedback prior to the submission of the research report. (N.B. the client will attend these presentations). The presentation and report details the following:

• Background to the problem
• Research purpose
• Theoretical framework
• Methodology
• Results
• Conclusions
• Recommendations
• Limitations

Due: Workshops week 12

Presentation format: 15 minutes, including question time.

Return of assessment: one week after submission

Marking rubric: Available on Wattle

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

Component 3: Research project report (30%)

Purpose: The marketing research report details "what was done and what was found" in the research. It needs to demonstrate appropriate data collection, analysis and insightful conclusions and recommendations to address the client's marketing problem. Details of its contents and an example of its format are available on Wattle. The best report(s) will be given to the client.

Due: Monday November 4 @ 10am via Turnitin

Word Limit: 3500 words (+/- 5%) (not including reference list and appendices)

Return of assessment: after release of final grades

Marking rubric: Available on Wattle

Late Submissions: Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof.

Component 4: Peer assessment

You will evaluate the performance of yourself and your group members Through Wattle, this may result in differential grades being awarded. Due:

• Friday Week 6 @ 4pm (Component 1)
• Monday November 4th @ 4pm (Component 2 and 3)

Assessment Task 2

Workshop Preparation Quizzes

Assessment Description:

As research is an on-going process that requires students to learn and apply material at the same time throughout semester, and as the components of the research process build on each other, it is essential that students keep up to date with the content material. In order to encourage students to engage with the content material on an ongoing basis, this subject is taught in the flipped learning model. Prior to attending workshops students will be required to review online learning materials, such as readings and video lectures, and complete a series of questions on this material.

Assessment type: Individual

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

Due: Weekly, must be completed in Wattle prior to the start of your workshop time. Best 10 of 12 will be counted towards the final grade.

Attempts: 1 per week

Return of assessment: Start of workshop.

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

Assessment Task 3

Workshop Activities

Assessment Description:

Workshops will build on student's preparation and understanding of content material by reviewing the preparation quizzes and then students will work on research application tasks. These tasks will require students to complete a series of questions or tasks on Wattle.

Assessment type: Individual

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

Due: Weekly, completed in your workshop time. Best 10 of 12 will be counted towards the final grade.

Attempts: 1 per week

Rubric: Available on Wattle

Return of assessment: Within 2 week of submission.

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

Academic Integrity

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

Online Submission

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

Hardcopy Submission

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

Late Submission

Workshop Preparation Quizzes, Workshop Activities and Presentations: No submission of assessment tasks without an extension after the due date will be permitted. If an assessment task is not submitted by the due date, a mark of 0 will be awarded.

Research Project Report: Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date.

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

Referencing Requirements

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

Returning Assignments

Please see relevant assessment task details above.

Extensions and Penalties

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

Resubmission of Assignments

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

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