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

Research-Led Teaching

Research-led and practice-based teaching: This course offers students a valuable opportunity to apply theoretical knowledge and methodological skills to real-world research, using contemporary tools and techniques from the social sciences, with a particular focus on marketing.

Research-based assessment: Students will work in groups of up to 5 members on a marketing research project in collaboration with a real-world industry client. Clients are allocated on a first-come, first-served basis, while groups are self-selected by students. Each group will address a genuine marketing challenge faced by their chosen client, applying theoretical knowledge and research methods covered in the course. The project involves collecting and analysing both qualitative and quantitative data to develop evidence-based, actionable recommendations for the client. The research project forms the core Work Integrated Learning (WIL) component of the course, emphasising a student-centred and experiential learning approach. Research engagement is scaffolded through a problem-based introduction to marketing research; hands-on exploration of the research process through tutorial activities; and, independent and team-based inquiry using key concepts, theories, and data collection and analysis techniques. Students will be expected to present their research findings, justify their methodology, and submit a final written report that demonstrates both academic rigour and practical relevance.

Field Trips

There are no field trips in this course.

Additional Course Costs

There are no additional costs expected in this course.

Examination Material or equipment

No additional materials are permitted for the final examination.

Required Resources

There are no required resources in this course but access to a modern computing device (tablet, laptop or desktop computer) is highly advisable.

Recommended Resources

Textbook: Essentials of Marketing Research

• Author: Hair Jr., Ortinau and Harrison
• Publisher: McGraw-Hill Education
• Edition: 6th
• Year: 2024
• ISBN: 9781265217181
• Available: Campus bookstore and Library closed reserve (free e-book)

For contemporary issues and examples in marketing practice, the following sources are recommended:

• Media Outlets: The Guardian, ABC News, The Sydney Morning Herald. 
• Industry Websites/Reports: GreenBiz, Eco-Business, Deloitte, PwC.

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, and to individuals.

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.

Other Information

Use of Artificial Intelligence (AI): AI use is rapidly growing in all sectors, particularly the use of Large Language Models, of which there are many proprietary brands. In this course, students may choose to use or not use AI tools. In any case where AI tools are used, the student must do so in a way consistent with the ANU Academic Integrity principles for use of GenAI, as well as accurately cite and reference what tools were used, and advise in an appendix how they used the tool. Guidance on how to do this appropriately is provided in the assessment requirements on the course Canvas page, and the ANU provides further broad guidance in the ANU Gen AI LibGuide. As part of handling a potential breach of academic integrity, students are reminded that they may be requested to meet with the Convener to discuss any assessment submission, including responding to questions on the content of submissions and their understanding of the course concepts assessed by the submission.

Publication of Final Results

The release of final grades may change before the end of the semester. The last return of assessment date (4th Dec 2025) provided in the Assessment Summary table is the latest expected. If results are released earlier, then the assessment item(s) will be returned earlier as well.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	General Course InformationLecture 1: Why Research Matters	Chapter 1: Marketing Research for Managerial Decision-Making  Course Overview Session No Tutorials
2	Lecture 2: The Research Roadmap	Chapter 2: The Marketing Research Process and Proposals  Tutorial 1
3	Lecture 3: Using What We Know	Chapter 3: Secondary Data, Literature Reviews, and Hypotheses Tutorial 2
4	Lecture 4: Exploring for Insight	Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches  Tutorial 3
5	Lecture 5: Designing for Answers	Chapter 5: Descriptive, Predictive and Causal Research DesignsChapter 8: Designing the Questionnaire  Tutorial 4 Assessment Task 1: Problematisation & Literature Review (Due: Monday 18.08.2025 @ 23:59)
6	Lecture 6: Sampling & Scaling	Chapter 6: Sampling: Theory and Methods Chapter 7: Measurement and Scaling  Tutorial 5
7	Lecture 7: Making Sense of Qualitative Data	Chapter 9: Qualitative Data Analysis Tutorial 6
8	Lecture 8: Preparing Your Data	Chapter 10: Preparing Data for Quantitative Analysis  Tutorial 7
9	Lecture 9: Describing the Data	Chapter 11: Basic Data Analysis for Quantitative Research  Tutorial 8
10	Lecture 10: Finding Relationships	Chapter 12: Examining Relationships in Quantitative Research  Tutorial 9
11	Lecture 11: Writing the Story	Chapter 13: Communicating Marketing Research Findings  Tutorial 10 PPT slides for Research Project Presentation (Due: Monday 13.10.2025 @ 23:59) Assessment Task 2: Research Project Presentation & Oral Defense (Due: in-class in Tutorial 10, Week 11)
12	Lecture 12: Bringing It All Together	Recap, Reflection and Exam Preparation Tutorial 11 Assessment Task 3: Research Project Report & Contribution Statement (Due: Friday 24.10.2025 @ 23.59)
13	Examination Period	Assessment Task 4: Final Examination (in-person; centrally-invigilated; handwritten exam; date of the exam to be announced in due course)

Tutorial Registration

Tutorials will be held weekly (starting from Week 2). All tutorials will have an in-person/face-to-face delivery. ANU utilizes 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. Tutorial registration will be available two weeks prior to the beginning of the semester and will close at the end of Week 1. Find out more on the Timetable webpage.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Problematisation & Literature Review (Individual - 25%)	25 %	18/08/2025	29/08/2025	1,3
Research Project Presentation (Group - 10%) & Oral Defense (Individual - 15%) = 25%	25 %	*	*	2,4,6
Research Project Report (Group - 25%) & Contribution Statement (Individual - 5%) = 30%	30 %	24/10/2025	07/11/2025	5,6,7
Final Examination (Individual - 20%)	20 %	*	04/12/2025	1,2,4

* 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

This course follows a flipped classroom model designed to maximise in-class engagement and application of concepts.

• Lectures (1.5 hours) will be pre-recorded and made available on the course Canvas page. Students are required to watch these recordings prior to tutorials, as they introduce key concepts that will be explored in greater depth during in-class activities.
• Tutorials (1.5 hours) will be delivered face-to-face on campus. These sessions are not recorded and there is no online delivery option. All relevant tutorial materials will be provided on the course Canvas page.

Active engagement with pre-recorded lectures is essential for building the conceptual foundation needed for meaningful participation in tutorials and successful completion of assessments. Tutorial activities are designed to apply and reinforce these concepts, with in-class exercises used to gauge engagement. While tutorial participation is not formally graded, consistent involvement is strongly advised to ensure students can demonstrate achievement across all learning outcomes for the course.

Attendance at tutorials is expected in accordance with the Code of Practice for Teaching and Learning (Clause 2, Paragraph b). However, attendance alone is not sufficient. Students are expected to arrive prepared and engage actively and constructively. This includes:

• Contributing thoughtfully to group discussions,
• Listening and responding to peers,
• Demonstrating collaborative leadership or followership when appropriate,
• Participating fully in tutorial activities, and
• Sharing relevant individual insights with the class.

To succeed in this course, students should therefore:

• Engage with all pre-recorded lectures as part of their self-directed learning,
• Actively prepare for and contribute to tutorials, and
• Submit all assessment tasks by the required deadlines.

Examination(s)

The final examination for this course is a two-hour (indicative), closed-book, handwritten exam, conducted in-person under central invigilation. The examination will be held during the official examination period following Week 12. The exact date and time will be communicated directly to students by the Examination Office and will also be posted on the course Canvas page once confirmed. Please note that no additional materials (e.g., notes, textbooks) will be permitted during the examination.

Assessment Task 1

Problematisation & Literature Review (Individual - 25%)

Assessment Description: Students will be asked to problematise and formulate the research problem. In addition, students will be asked to find out what exists out there as extant knowledge regarding the ideas they intend to investigate and produce an appropriate review of theories, concepts, and constructs in line with the research problem. Students are expected to critically discuss these theories and concepts using the dialectic method.

Assessment Type: Individual

Words: 1500 words (+/- 10%) - including all headings, sub-headings, and in-text citations. Any portion in excess of the word limit will neither be read nor marked.

References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style

Due Date: 18.08.2025 (Monday, Week 5) @ 23:59

Submission: via Canvas

Late Submission: Late submission of assessment tasks without a pre-approved 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, or on or after the date specified in the course outline for the return of the assessment item. Requests for Assessment Adjustment (Assessment Extension and Extenuating Circumstances Application) should be submitted via ANUHub.

Assessment Rubrics: A marking rubric will be made available on Canvas at least 2 weeks before the due date.

Feedback: Feedback with marks will be made available by end of Week 6.

More information about the assessment task will be provided on the course Canvas page.

Use of Artificial Intelligence (AI): Students are welcome to use generative AI tools (e.g. GPT-4, DALL-E, Copilot) and other tools (e.g. Grammarly) to support their learning in a way that is consistent with the ANU Academic Integrity principles for use of GenAI. As such, please be aware of the following additional conditions for this assessment task:

• Clearly acknowledge the use of Artificial Intelligence in the relevant parts of the assessment task.
• Submit the deliverable in a format that preserves ‘tracked changes’ (e.g. MS Word, Apple Pages, or similar) that shows the progression of academic effort and contribution towards completing the task.
• Include a short reflection at the end of your report (as an appendix of maximum 150 words) describing how, if at all, you used any generative AI tools during the completion of this assessment. 
• In your reference list, annotate all sources with a 1–2 sentence note describing how you used each source in your report.

Assessment Task 2

Research Project Presentation (Group - 10%) & Oral Defense (Individual - 15%) = 25%

Assessment Description: Students will deliver a group presentation of their marketing research project to both the class and the industry client. Following the presentation, each student will be required to individually and orally defend their understanding of the project. Each student will be asked up to two questions assessing their knowledge of the relevant theories and concepts, research methodology, and the interpretation and application of findings. This component ensures that all students can demonstrate individual engagement with the research process and its outcomes.

Assessment Type: Presentation (Group) and Oral Defense (Individual)

Due Date: In-class Tutorials (Week 11)

Time: 20 minutes per group

• Duration of group presentation - 10 minutes maximum.
• Duration of individual defense - each student will have a maximum of 2 minutes to explain, describe, discuss, and defend their answers.

Format: Live in-person presentations. No pre-recorded presentations will be accepted for this assessment task. All presentations will be video recorded, which will enable later validation and verification of assessment if required (in accordance with point 7 in the ANU Student Assessment (Coursework) policy).

References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style

Examiner: Course convener

Audience: All presentations and defenses are expected to be attended by classmates and industry clients.

Submission: PPT slides on Canvas - Due: 13.10.2025 (Monday, Week 11) @ 23:59

Late Submission: Failing to attend the group presentation and/or the individual defense will result in a mark of 0 being awarded to the student.

Assessment Rubrics: A marking rubric will be made available on Canvas at least 2 weeks before the due date.

Feedback: Feedback with marks will be made available within 2 weeks of the presentation and defense.

More information about the assessment task will be provided on the course Canvas page.

Use of Artificial Intelligence (AI): Students are welcome to use generative AI tools (e.g. GPT-4, DALL-E, Copilot) and other tools (e.g. Grammarly) to support their learning in a way that is consistent with the ANU Academic Integrity principles for use of GenAI. As such, please be aware of the following additional condition for this assessment task:

• Briefly note any AI tools used in preparing the presentation on the final slide.

Assessment Task 3

Research Project Report (Group - 25%) & Contribution Statement (Individual - 5%) = 30%

Assessment Description: Groups of a maximum of 5 students will assume the role of marketing researchers commissioned to conduct a research project on behalf of an industry client. Clients are allocated on a first-come, first-served basis, while groups are self-selected by students within the same tutorial session. Working collaboratively, students will apply key concepts and frameworks learned throughout the course to address a real-world marketing problem faced by their client. After identifying and framing the marketing problem, students will translate it into a clear research problem supported by well-defined research questions and objectives. This will be followed by a critical review of relevant theoretical concepts that inform the issue at hand. Students will then design a robust marketing research project, incorporating both qualitative and quantitative methods of data collection and analysis. They will demonstrate the ability to select appropriate methodologies, justify their choices, and analyse data using relevant techniques. The research findings will be presented in a comprehensive report that outlines the results, discusses limitations, and provides evidence-based, actionable recommendations for the client.

Please note that regardless of the number of individuals in the group, the expected task performance, in terms of volume and hours invested, should reflect the same level of commitment and effort per person in order to maintain fairness and equitable distribution of workload among group members.

Students will have the opportunity to collaborate with their group during weekly tutorials to make incremental progress on the research project. These sessions are designed to help students build rapport, develop teamwork skills, and address any challenges in group dynamics early in the project timeline—well before the main research assessment is due. The course convener and/or tutors will provide ongoing supervision to ensure that group functioning remains effective. Regular check-ins during tutorials will allow for early detection of any issues, which will be proactively addressed by teaching staff to support fair and productive group collaboration.

Each student is required to submit an individual statement of contribution outlining their specific involvement in the research project. This statement offers students an opportunity to reflect on and demonstrate the skills and tasks they contributed to the group work. It also serves as a reference point in cases where concerns about unequal contributions arise. The statement must be submitted individually and will remain confidential—it will not be shared with other group members.

Assessment Type: Report (Group) and Contribution Statement (Individual)

Words (Report): 3000 words (+/- 10%) - including all headings, sub-headings, and in-text citations. Any portion in excess of the word limit will neither be read nor marked. Detailed analysis in support of the report must be included in the Appendix (excluded from the word count).

Words (Contribution Statement): 400 words maximum. Any portion in excess of the word limit will neither be read nor marked.

References: APA 7th style (excluded from the word count). Click here for more information on the referencing style: APA 7th Style

Due Date: 24.10.2025 (Friday, Week 12) @ 23:59

Submission: via Canvas

Late Submission: Late submission of assessment tasks without a pre-approved 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, or on or after the date specified in the course outline for the return of the assessment item. Requests for Assessment Adjustment (Assessment Extension and Extenuating Circumstances Application) should be submitted via ANUHub.

Assessment Rubrics: Marking rubric will be made available on Canvas at least 2 weeks before the due date.

Feedback: Feedback with marks will be made available within 2 weeks of submission.

More information about the assessment task will be provided on the course Canvas page.

Use of Artificial Intelligence (AI): Students are welcome to use generative AI tools (e.g. GPT-4, DALL-E, Copilot) and other tools (e.g. Grammarly) to support their learning in a way that is consistent with the ANU Academic Integrity principles for use of GenAI. As such, please be aware of the following additional conditions for this assessment task:

• Clearly acknowledge the use of Artificial Intelligence in the relevant parts of the assessment task.
• Submit the deliverable in a format that preserves ‘tracked changes’ (e.g. MS Word, Apple Pages, or similar) that shows the progression of academic effort and contribution towards completing the task.
• Include a short reflection at the end of your report (as an appendix of maximum 150 words) describing how, if at all, you used any generative AI tools during the completion of this assessment. 
• In your reference list, annotate all sources with a 1–2 sentence note describing how you used each source in your report.

Assessment Task 4

Final Examination (Individual - 20%)

Assessment Description: This is a two-hour (indicative), closed-book examination comprising 3-4 short essay questions, each with a maximum response length of 25 lines. The questions set for the examination cover all the chapters prescribed for this course to address the learning outcomes for the course. The purpose of this assessment is to evaluate students’ ability to demonstrate a broad and coherent understanding of marketing research, while also reflecting their level of engagement and preparedness for further learning. The examination serves as a platform to assess whether students have achieved the intended learning outcomes in terms of:

• The volume and depth of disciplinary knowledge,
• The cognitive, analytical, technical, and creative skills required to critically evaluate and synthesise information, and
• The ability to apply knowledge with initiative, sound judgment, adaptability, and a sense of responsibility.

Weekly tutorial activities will partly focus on discussing and practising how to respond to exam-style questions, helping students develop the skills and confidence needed for the final assessment.

Assessment Type: Individual

Due Date: Examination period; Specific exam date to be scheduled by the Examination Office and announced in due course on Canvas.

Format: In-person, centrally invigilated; handwritten exam.

Permitted Materials: No additional materials are permitted.

Submission: Students are required to sit the examination at the time scheduled by the Examination Office. Failure to attend the examination will result in a mark of zero being awarded. Requests for Assessment Adjustment (Extenuating Circumstances Application) should be submitted via ANUHub.

Assessment Rubrics: A marking rubric will be made available on Canvas at least 2 weeks before the due date.

Feedback: After the release of results

More information about the assessment task will be provided on the course Canvas page.

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. You will be required to electronically sign a declaration as part of submitting your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education), submission must be through Turnitin. For additional information regarding Turnitin please visit the ANU Learning Platforms website.

Hardcopy Submission

For some forms of assessment (handwritten 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

Assessment Task 1 & Assessment Task 3: Late submission of assessment tasks without a pre-approved 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, or on or after the date specified in the course outline for the return of the assessment item. Requests for Assessment Adjustment (Assessment Extension and Extenuating Circumstances Application) should be submitted via ANUHub.

Assessment Task 2: Failing to attend the group presentation and/or the individual defense will result in a mark of 0 being awarded to the student. Any requests for alternative arrangements must be negotiated with the course convener.

Assessment Task 4: Failure to attend the examination will result in a mark of zero being awarded. Requests for Assessment Adjustment (Extenuating Circumstances Application) should be submitted via ANUHub.

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 the relevant assessment task details under the Assessment tab/section.

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 assessment 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