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:

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:

The course offers students a rare opportunity to use their growing theoretical and methodological skills in research practice. This course will teach students the latest tools and methods used in social sciences and more particularly in the discipline of marketing.

Research-based assessment:

As part of the course assessments, students will work in teams (3 to 5) on a market/marketing project of an industry client

The project will consist of a proposal that will then be fully run and finalised in a report that relates to a real marketing problem which means either an empirical problem that an industry, company or small enterprise faces. The groups will endeavour to carry out their investigation using the theoretical knowledge and research techniques taught in this course to collect data and the best available evidence to come up with solutions that the clients will use.

The industry-related project is distinctive action research that is the Work Integrated Learning component of this course. 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 the purpose of research through a problem-based approach
• A research process to explain various methods that will be proposed through a marketing research proposal
• Independent and team-based action learning and research using core marketing research concepts, theories and principles, research and data analysis skills to write up the marketing research final report

Field Trips

There are no field trips.

Additional Course Costs

There are no additional class costs.

Examination Material or equipment

See Wattle for details. Further advice will be provided before the beginning of week 12.

Required Resources

Essentials of Marketing Research (Primary resource for this course)

Author: Hair Jr., Ortinau and Harrison

Publisher: McGraw-Hill Education

Edition: 5th

ISBN: 9781260575781

Availability: Campus bookstore and Library closed reserve

• Paper Back ISBN: 9781260575781
• Ebook ISBN: 9781260579321
• Library: Free e-book will be made available through closed reserve in the library

Social Science Research: Principles, Methods, and Practices (additional resource for this course)

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: Students are strongly advised to book for an online appointment by email with the lecturer and the tutors

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	General Information on course Lecture: Introduction to marketing research	Read Chapter 1: Marketing Research for Managerial Decision Making No tutorial Class admin and information session
2	Lecture: Marketing problems in Academic Research Marketing problems in Industry	Read Chapter 2: The Marketing Research Process and Proposals tutorials and in-class exercises - Problematizing exercises and writing your research question
3	Lecture: Theoretical framework and Research design (Academic) Which theory and research design (industry)	Read Chapter 3: Secondary Data, Literature Reviews, and Hypotheses How to review the literature (relevant to your research question) Reviewing the theoretical concepts for your research tutorials and in-class exercises: Writing Hypotheses and reviewing a concept for the literature review
4	Lecture: Selecting research methods: forms of qualitative research – Interviews, Focus groups and Observation, Netnography	Read Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches tutorials and in-class exercises - shaping up your Introduction: From building the rationale to the Research Question Assessment Task 1: Literature Review - Due Mon 15.08.2022 @ 23.59
5	Lecture: Making sense of qualitative data - which method of analysis to use, when, why and how?	Read Chapter 9: Qualitative Data Analysis tutorials and in-class exercises - Qualitative data analysis
6	Lecture: Forms of quantitative research Errors; surveys; experimentation	Read Chapter 5: Descriptive and Causal Research Designs Read Chapter 8: Designing the Questionnaire tutorials and in-class exercises: Writing the items/questions for surveys and questionnaire (theoretically derived vs. hunches) Determining the variables and making them measurable Assessment Task 2: Online Test 1 - Due Fri 02.09.2022 @ 23.59
7	Lecture: Construct; Different measurement scales Lecture: Sampling	Read Chapter 6: Sampling: Theory and Methods Read Chapter 7: Measurement and Scaling tutorials and in-class exercises: Research techniques - Sampling
8	Lecture:Preparing your data	Read Chapter 10: Preparing Data for Quantitative Analysis tutorials and in-class exercises: Data preparation and description
9	Lecture: Doing all the tests: the what, the why and the how (Part A) Testing for interdependence Testing for difference Testing for association	Read Chapter 11: Basic Data Analysis for Quantitative Research tutorials and in-class exercises: Analyses
10	Lecture: Doing all the tests: the what, the why and the how (Part B)	Read Chapter 11: Basic Data Analysis for Quantitative Research Read Chapter 12: Examining Relationships in Quantitative Research tutorials and in-class exercises: Analyses for clients' project
11	Lecture: marketing research in practice (Guest lecture) From client's brief to solutions to clients	Read Market intelligence and database research from Marketing Research 4e (reading to be provided) Read Chapter 13: Communicating Marketing Research Findings Finalising your clients' report + defence preparation
12	Research project group project presentation and individual defence	Assessment Task 3: Research Project Presentation (group) and Defence (individual) Assessment Task 4: Online Test 2 - Due Fri 28.10.2022 @ 23.59 Assessment Task 5: Research Project Report - Due Fri 28.10.2022 @ 23.59 Assessment Task 7: Peer Evaluation - Due Sat 29.10.2022 @ 23.59 Assessment Task 8: Infographics - For Client - Due Sat 29.10.2022 @ 23.59
13	Final Examination (TBD)	Assessment Task 6: Final examination modality will be announced in due course on Wattle

Tutorial Registration

ANU utilises 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. Find out more on the Timetable webpage.

This course has tutorials or tutorial-like teaching activities.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Literature Review (15%)	15 %	15/08/2022	02/09/2022	1,3,5
Online Test 1 (MCQs and/or Short Essays) (10%) - OPEN BOOK TIMED	10 %	02/09/2022	17/09/2022	1,2,3,4,5,6
Research Project Presentation and Defence (5% + 10%) = 15%	15 %	*	02/12/2022	1,2,3,4,5,6
Online Test 2 (MCQs and/or Short Essays) (10%) - OPEN BOOK TIMED	10 %	28/10/2022	12/11/2022	1,2,3,4,5,6
Marketing Research Project Report (Industry related) - Group (20%)	20 %	28/10/2022	02/12/2022	1,2,3,4,5,6,7
Final Examination - Individual - (20%)	20 %	*	02/12/2022	1,2,3,4,5,6,7
Peer Evaluation (of group work and project) - (5%)	5 %	29/10/2022	*	5,6
Infographics - For Client (5%)	5 %	29/10/2022	*	5,6,7

* 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, required and strongly advised in all on-campus and online tutorials and assessments.

Once the schedule is set for the tutorials (Face-to-Face and online), students are expected to enrol in those classes that are most appropriate to their study schedule. We expect students in Canberra to enrol in Face-to-Face sessions leaving the online sessions for off-shore students. Please note we can bring changes to this condition as we finalise the number of students enrolled and whether they are in Australia or off-shore

The pass mark for this course is 50%

Students are strongly advised to participate in all tutorials and submit all assignment tasks in this course to ensure they are able to present evidence they have achieved all the learning outcomes for this course.

Examination(s)

The final examinations will consist of MCQs and short essays of up to 25 lines each on the whole course content

The final examinations will be carried out online. ANU Examinations will directly communicate to students about the date and time of the exam. The system to be used for the exam will be communicated in due course to students before end of Week 12.

When: during final examination period as set by ANU

Indicative Duration: 2 hours

Mode: online using the examination system as advised and used by ANU. Further advice will be provided by end of Week 12.

Assessment Task 1

Literature Review (15%)

Assessment Description:

As part of the work of a marketing researcher (academic or for the industry), you will be called upon to find out what exists out there as extant knowledge regarding the constructs, concepts, and ideas you will investigate. The literature review or theoretical review of concepts will help you do just that. In this assessment task, you will be required to produce an appropriate review of theories, concepts, and constructs in line with the problem you are addressing. Students are expected to critically discuss these theories and concepts using the dialectic method. Assignment to be submitted on Wattle through TURNITIN.

Assessment type: Individual

Words: 500-800 maximum + references APA style

Due Date: Mon 15.08.2022 @ 23.59 (Week 4)

Submission: via Turnitin on Wattle

Feedback by: Within 2 weeks of submission

Assessment criteria / Rubrics will be made available on Wattle at least two weeks before the due date.

Assessment Task 2

Online Test 1 (MCQs and/or Short Essays) (10%) - OPEN BOOK TIMED

Assessment Description:

The online test will build on the student's preparation and understanding of content material through MCQs and short answer questions that will include application, analysis and synthesis level questions. These online tests will require students to complete a series of multiple-choice questions and/or short answer questions tasks on Wattle. Short essay questions will be submitted on Wattle site and not on TURNITIN.

Assessment type: Individual

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

Submission: online via Wattle

Attempts: Only 1 per test

Rubric for short answers: Available on Wattle at least two weeks prior to the due date

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. Students who have extenuating circumstances must seek Special Consideration with supporting evidence.

Due Date: Fri 02.09.2022 @ 23.59 (Week 6) - exact date and time to be confirmed on Wattle at least two weeks before the due date

Time allowed: 60 minutes

Feedback by: Within 2 weeks of submission

Assessment criteria / Rubrics will be made available on Wattle at least two weeks before the due date.

Assessment Task 3

Research Project Presentation and Defence (5% + 10%) = 15%

The research project group presentation (5%) and individual defence (10%) will provide students with the opportunity to showcase their market research process and results and to individually and orally defend their research project during the last week

Each student will be asked a maximum of 2 questions on their marketing research project. The questions can be theoretical (related to the theories and concepts students used in their project), methodological or on application of the latter two and results and findings. The goal is for the student to provide through their answers evidence they have achieved the learning outcomes set for the course.

Assessment type: Group presentation and Individual defence

Each student will have 2 minutes to explain, describe, discuss and defend their answers

Time: during the tutorial (Week 12)

Examiners: Course convener

Format: Oral (15 minutes group presentation + 2 mins total per student for defence)

Due Date: In-class Week 12

Feedback by: After the release of results on 01.12.2022

Assessment criteria / Rubrics will be made available on Wattle at least two weeks before the due date.

Assessment Task 4

Online Test 2 (MCQs and/or Short Essays) (10%) - OPEN BOOK TIMED

Assessment Description:

The online test will build on student's preparation and understanding of content material through MCQs and short answer questions that will include application, analysis and synthesis level questions. These online tests will require students to complete a series of multiple choice questions and/or short answer questions tasks on Wattle. Short essay questions will be submitted on Wattle site and not on TURNITIN

Assessment type: Individual

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

Submission: online via Wattle

Attempts: Only 1 per test

Rubric for short answers: Available on Wattle at least two weeks prior to the due date

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. Students who have extenuating circumstances must seek Special Consideration with supporting evidence.

Due Date: Fri 28.10.2022 @ 23:59 (Week 12) - exact date and time to be confirmed on Wattle at least two weeks before the due date

Time allowed: 60 minutes

Feedback by: Within 2 weeks of submission

Assessment criteria / Rubrics will be made available on Wattle at least two weeks before the due date.

Assessment Task 5

Marketing Research Project Report (Industry related) - Group (20%)

Assessment Description:

A semester-long research project report based on a client's marketing problem is an essential part of this course. This report allows students to showcase the research project. It needs to provide the client with solutions to the marketing problem they want the group to solve. The project showcases students' competence in conducting the research. Students will apply to some extent learned concepts to marketing-related problems that an industry client or company or small enterprise would have presented in a brief at the beginning of the semester (by week 2/3). The marketing research industry is structured so that businesses commission research to be conducted by marketing research firms. Groups of 5 students will take the role of marketing researchers who have been commissioned to conduct a research project on behalf of a business client.

Once the problem is ascertained, theoretical concepts identified and reviewed, students will then apply their learning of research processes, methods, and analysis techniques to complete the following:

• Translate the client's 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 studied
• 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 data
• Reporting the results
• Identify possible challenges during the research process and limitations of the research
• Propose recommendations on how to possibly overcome the challenges

Assessment type: Group

Words limit: 2,500 words + Reference and Appendices - Any part in excess of the word limit will neither be read nor assessed.

Due Date: Fri 28.10.2022 @ 23:59 (Week 12)

Submission: via Turnitin on Wattle

Feedback by: After the release of results on 01.12.2022

Assessment criteria / Rubrics will be made available on Wattle at least two weeks before the due date.

Assessment Task 6

Final Examination - Individual - (20%)

This is a 2 hour (indicative) closed book examination. The examination will include 45 MCQs and 2 short answer questions (maximum 25 lines each)

The questions set for the examination covers all the chapters prescribed for this course to address all the learning outcomes for the course. 

To allow students to show 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 students have attained all the learning outcomes set for the course in terms of:

·       the volume and depth of knowledge

·        the cognitive, creative, technical and analytical skills to criticize, analyse and synthesize knowledge

·       Apply knowledge that show initiative, judgement, adaptability and responsibility.

Assessment type: Individual

The final examinations will be carried out on Wattle. The examination system to be used will be communicated in due course to students before end of Week 12.

Due Date: During the examination period after Week 12

Feedback by: After the release of results on 01.12.2022

Assessment criteria / Rubrics will be made available on Wattle at least two weeks before the due date.

Assessment Task 7

Peer Evaluation (of group work and project) - (5%)

This assessment task requires ALL participants to evaluate their peers' contribution and quality of work to the group's works and project. Failing to submit a peer review will result in a naught.

Assessment type: Individual

Form of submission: Wattle

Due date: Sat 29.10.2022 @ 23:59 (Week 12)

Further details will be made available on the course Wattle site at least 2 weeks prior to the due date.

Assessment Task 8

Infographics - For Client (5%)

As part of the communications with clients, groups will be requested to create an infographic reflecting the main sections including background, problem, question, theoretical framework, methodology, analysis, results, and findings and recommendations in the most effective way. The information should be presented on one page for easy access and readability. No specific design format is required except that the colors should not be aggressive and font colors readable. Students may choose from the various free templates available online to create their infographics. Examples will be made available on Wattle in the Assessment task box.

Format: Max One page

Due Date: Sat 29.10.2022 @ 23:59 (Week 12)

Assessment criteria / Rubrics will be made available on Wattle at least two weeks before the due date.

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.

Students will submit their research proposal report through Turnitin.

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.

In this course, all assessments will be submitted online through Wattle. Students will submit their research proposal report through Turnitin.

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.

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