MKTG3504 - Applied Market Research

1. General Course Information

UQ Students: Please access the proile from Learn.UQ(https://learn.uq.edu.au/) or mySI-net (https://www.sinet.uq.edu.au/) to access all course contributor details held in this proile.

1.1 Course Details

Course Code: MKTG3504

Course Title: Applied Market Research Coordinating Unit: School of Business

Semester: Semester 1, 2024 Mode: In Person

Level: Undergraduate

Delivery Location: St Lucia Number of Units: 2

Contact Hours Per Week: LEC 2 Hours/ Week TUT 2 Hours/ Week Pre-Requisites: MKTG2501 or ADVT2509

Recommended Pre-Requisites: MKTG2510 or 2511 Restrictions: Quota: Minimum of 35 enrolments

Incompatible: MKTG7510

Course Description: Effective marketing research is necessary for successful management of the creation, implementation and evaluation stages of the marketing process. In this course students will critically evaluate and design marketing research for decision making. Students will apply market  research theory and method to design, implement and communicate a market research project.

Assumed Background:

Before attempting this course, you are advised that it is important to complete the appropriate pre-requisite course(s) listed on the front of this course proile.  No responsibility will be accepted by UQ Business School, the Faculty of Business, Economics and Law or The University of Queensland for

poor student performance occurring in courses where the appropriate pre-requisite(s) has/have not been completed, for any reason whatsoever.

1.2 Course Introduction

Careers in market research are a starting point for many marketing professionals, and can be a career in and of themselves. This course provides

students with an opportunity to learn practical skills that will create employment opportunities in marketing and in market research in particular.

Students who complete MKTG3504 will design their own research project, collect data from a sample of potential real-world consumers, complete

rigorous statistical data analysis using SPSS and present the indings using industry standard approaches to market research reporting.  Students will use ratings scale survey measurement instruments to generate data from which insights into the drivers of consumers' intentions, attitudes and

perceptions. Students will learn advanced approaches to survey design using factor analysis to select questions for inclusion in their data analysis.

Students will also learn advanced approaches to the analysis of survey data including segmentation techniques (cluster analysis) and other regression based inferential statistics.

MKTG3504 as an applied course comprises practical computer based laboratory sessions designed to develop practical skills in statistical analysis by working through practical exercises collaboratively with their peers and course staff.  Attendance and participation in classes, team work exercises

and assessment is absolutely essential to success in this course.  It is the student's responsibility to attend classes, be attentive to emailed notices and to regularly check the BlackBoard website for correct and up-to-date information regarding the course.  Relying on fellow students to pass on    information may result in incorrect information for which the University will not beheld responsible.

Course Changes in Response to Previous Student Feedback

Feedback from students on the delivery and coursework in MKTG3504 has been consistently positive.  A common request is that the nature of assessment be kept up to date with current trends in the practice and reporting of market research in industry.  To this end, the reporting requirements for the research report have been updated to relect current industry standard practice.  This entails a move away from a written report to a slideshow  style. of presenting the results of market research.

2.1 Course Aims

This course has several aims in terms of learning outcomes upon completion. First, students should be able to explain the various analytic methods used in market research and demonstrate their appropriate application in an applied setting. Second, students should be able to describe the conceptual and statistical issues related to the analysis of their own quantitative data and chosen research methods. Third, students should be able to appreciate and articulate the managerial signiicance of their indings derived from their own application of various analytic approaches to market

research problems. By satisfying these three aims, students can become effective producers and consumers of market research information.

2.2 Learning Objectives

After successfully completing this course you should be able to:

1 defi ne marketing research problems (where appropriate, drawing on client briefi ngs),

2 conceptualise and outline research approaches that are appropriate for the research problems at hand,

3 plan and execute a marketing research study or case (including design and data analysis aspects), and

4 communicate the results of a marketing research study to an audience of managers (and to a technical audience).

5 evaluate key ethical issues for marketing and research

3. Learning Resources

3.1 Required Resources

No required learning resources

3.2 Recommended Resources

Nunan, Birks and Malhotra (2020). Marketing research: Applied insight (6th edition). ISBN: 9781292308722

This text is available online through the library. Earlier versions of this text are also suitable as the general concepts have remained the same in each version. The version listed here is the latest.

Allen and Bennet (2014), SPSS Statistics Version 22: A practical guide. ISBN: 9780170348973

Pallant (2016), SPSS Survival Manual, A Step by Step Guide to Data Analysis using IBM SPSS (6th Edition). ISBN: 9781760291952

3.3 University Learning Resources

Access to required and recommended resources, plus past central exam papers, is available at the UQ Library website (http://www.library.uq.edu.au/lr/MKTG3504(http://www.library.uq.edu.au/lr/MKTG3504)).

The University offers a range of resources and services to support student learning. Details are available on the myUQ website (https://my.uq.edu.au/ (https://student.my.uq.edu.au/)).

3.4 School of Business Learning Resources

Not applicable.

3.5 Other Learning Resources & Information

Learn (Blackboard)

All courses are supported by the UQ Learning Management System, Blackboard Learn, which provides an interactive environment for the students and teachers. This is accessible via PC or Mac or Mobile (Apps) environment.

To log on to Blackboard, go to https://learn.uq.edu.au.(https://learn.uq.edu.au)

·   As Blackboard is a web-based application, you will need a recently-released browser for your computer. For the latest Release Notes for Bb

Student, see http://en-gb.help.blackboard.com/Bb_Student/z_Release_Notes_Bb_Student(http://en- gb.help.blackboard.com/Bb_Student/z_Release_Notes_Bb_Student).

·    For help with Learn.UQ (Blackboard), see https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-blackboard- contacts (https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-blackboard-contacts) or contact AskUs

https://web.library.uq.edu.au/contact-us(https://web.library.uq.edu.au/contact-us) or telephone 334 64312.

4. Teaching & Learning Activities

4.1 Learning Activities

Recording of Lectures: Please be aware that teaching at UQ may be recorded for the beneit of student learning. If you would prefer not to be captured either by voice or image, please advise your course coordinator before class so accommodations can be made. For further information see PPL 3.20.06 Recording of Teaching at UQ().

Date	Lecture	Tutorial	Other Activities
19 Feb - 25 Feb	Thu 16:00 L1: Course Overview Learning Objectives: 1, 2
26 Feb - 03 Mar	Thu 16:00 L2: The Research Process Learning Objectives: 1, 2	Mon - Fri T1: Tutorial introduction & SPSS & Descriptives Learning Objectives: 1, 2
04 Mar - 10 Mar	Thu 16:00 L3: Secondary and Exploratory Data Learning Objectives: 1, 2, 3, 4	Mon - Fri T2: Reliability & Research Milestones Learning Objectives: 1, 2, 3, 4
11 Mar - 17 Mar	Thu 16:00 L4: Survey and Experimental Data Learning Objectives: 1, 2, 3, 4	Mon - Fri T3: Secondary Data and Interview Skills Learning Objectives: 1, 2, 3, 4
18 Mar - 24 Mar	Thu 16:00 L5: Measurement Learning Objectives: 1, 2, 3, 4	Mon - Fri T4: Preliminary Findings Learning Objectives: 1, 2, 3, 4	Mon - Fri Research Project - Milestone 1 (Assessment)
25 Mar - 31 Mar	Thu 16:00 L6: Measurement Instrument Design Learning Objectives: 1, 2, 3, 4	Mon - Fri T5: Research Skills & Qualtrics Learning Objectives: 1, 2, 3, 4	Fri 14:00 Ethics Position Paper (Assessment) Learning Objectives: 2, 4, 5
01 Apr - 07 Apr	Mon - Sun In-semester break	Mon - Sun In-semester break
08 Apr - 14 Apr	Thu 16:00 L7: Research Ethics & Project Brieing Learning Objectives: 1, 2, 3, 4, 5	Mon - Fri T6: Measurement Instrument Learning Objectives: 1, 2, 3, 4	Mon - Fri Research Project - Milestone 2 (Assessment)
15 Apr - 21 Apr	Thu 16:00 L8: Analysis - Factor & Cluster Analysis Learning Objectives: 1, 2, 3, 4	Mon - Fri T7: Factor Analysis Learning Objectives: 1, 2, 3, 4

4.2 Other Teaching and Learning Activities Information

The function of lectures

Lectures are a forum where, within an analytical framework offered by the lecturer, you can explore concepts relevant to the topic, investigate how these concepts work and relate to other concepts learned, and identify the central conceptual questions/issues raised by the material under

consideration.

The function of tutorials

Tutorials offer you an interactive forum within which to explore in more detail and greater depth the issues introduced in lectures, and to engage with tutors and your peers in exploring these issues. Tutorials are dependent upon you having prepared the material to be considered, and your readiness  to engage in lively discussion and debate.

Consultation

Teaching staff have set consultation times during which you may see them without making an appointment. These are posted on the course

Blackboard site. Consultation outside these times is by appointment only. Where applicable, you may also use the course’s online Discussion to seek assistance from your peers and teaching staff. Where available, please check the FAQs (Frequently Asked Questions) section of your course

Blackboard site as your question may already have been answered.

Student Responsibility

It is your responsibility to attend classes and consult designated notice boards and websites for correct and up-to-date information regarding the

course, including examination times. Relying on fellow students to pass on information may result in incorrect information for which the University will not beheld responsible.

Administration

Questions related to course content should, in theirst instance be directed to the tutor/s involved in delivery of the course. Content matters that

cannot be dealt with by the tutor should then be referred to the course co-ordinator/associate lecturer. Administrative questions about this course

(e.g., tutorial allocation, exam viewing, etc) should be addressed to the associate lecturer. Questions regarding exam/assignment format and content should be directed to the course coordinator. General administrative questions (for example centrally timetabled exams, room venues, etc) may be     addressed to BEL Student Centre: Level 2 Colin Clark Building #39, St Lucia Campus or [email protected](mailto:[email protected])