Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor, Lecturer
Jie Meng
Contact via jie.meng@mq.edu.au
E4A 521
Friday: 3:00pm to 4:00pm @ E4A 521 or by appointment
Lecturer
Abas Mirzaei
Contact via abas.mirzaei@mq.edu.au
E4A 520
to be posted on iLearn soon
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
MKTG101 and (STAT122 or STAT170 or STAT171 or PSY122)
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
This unit reviews the quantitative research techniques acquired in earlier units and introduces some qualitative methods. New and emerging research methods also are presented. The unit concentrates on the application of primary research techniques to problems confronting marketing managers in strategic and operational situations. While the emphasis is on applications, students will be expected to be able to appreciate the differences in techniques and to be able to select appropriate methodologies that will produce relevant information for decision making. The focus will be on placing research methodology into a decision-making context.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Due |
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Assignment | 40% | Weeks #4, #8, #13 |
Class test | 10% | Weeks #7 |
Assessed Coursework | 10% | Week #13 |
Final Examination | 40% | University Examination Period |
Due: Weeks #4, #8, #13
Weighting: 40%
Submission
Online submission through iLearn in three parts:
Extension and penalties:
No transfer of marks from these assessments to the final exam.
Due: Weeks #7
Weighting: 10%
Extension and Penalties:
No transfer of marks from this assessment to the final exam.
Due: Week #13
Weighting: 10%
Extension and Penalties:
No transfer of marks from these assessment tasks to the final exam.
Due: University Examination Period
Weighting: 40%
Prescribed text:
Cengage Bundle: Zikmund, D'Alessandro, Winzar, Lowe & Babin (2014) Marketing Research: 3rd Cengage: ISBN-10: 0170236021 ISBN-13: 9780170236027
Recommended texts:
These texts can be purchased from the Macquarie University Co-op Bookshop.
They are also available in the Macquarie Library.
Unit Web Page
This unit is taught using lectures and tutorials.
Students are expected to read in advance of lectures, and participate in all lecture presentations. There is also an applied marketing research project assisting students to apply concepts introduced in course to the marketing environment. This will be introduced within the lecture presentations.
A few changes are made to this unit since S1 2014:
1) The roles of the unit convenor and lecturers are updated accordingly.
2) The previous group assessments of progress report A and B are changed into individual work with the names as "Reflection A" and "Reflection B", which are due in iLearn in Week 4 and 8. The topics, rubrics, and templates are changed accordingly.
3) Class activities of peer review and discussions in Week 5 and 9 related with Reflection A (qualitative part) and B (quantitative part) are conducted but with no marks awarded.
4) The relative weights of assessment items are changed: with 1 additional mark for PeerWise contribution (now as 10%), 5 marks less for quiz (now as 10%), and 0 mark for the in-class activities except for the quiz; with the three progress reports respectively of 5 marks, 10 marks and 25 marks in weight.
5) Timetable of weekly teaching activities has been update in accordance with the university calendar.
Week |
Topic |
Reading |
Notes/ tutorial activities |
1 |
Course introduction The research process |
Ch. 1, 3 |
No tutorials this week. |
2 |
Aiming for the Goal: the Research Report Exploratory research and qualitative analysis |
Ch. 16, 2, 4 |
Introduction and group formation. Observation and interview techniques. |
3 |
Survey Research techniques |
Ch. 5 & 6 |
Interviews & Focus Groups |
4 |
Survey Methods Experimental Research & Test Marketing |
Ch. 4, 7, 8 |
Projective techniques Individual Task: Reflection on the Qualitative Research due in iLearn: Midnight Friday 29 Aug. |
5 |
Measurement Issues |
Ch. 1 – 8 |
Peer assessment and discussion of Progress Report A in tutorial. |
6 |
Questionnaire Design |
Ch. 9 & 16 |
Linking research questions and hypotheses with measurement. |
7 |
Sampling Editing & coding |
Ch. 10 & 11 |
In-Class Quiz in tutorials: 15-17 Sep. |
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Semester Break |
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8 |
No lectures this week due to the public holiday |
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No tutorials this week due to the public holiday. Individual Task: Reflection on the Quantitative Research Plan is due in iLearn: Midnight Friday 10 Oct. |
9 |
Data Preparation and Data Analysis |
Ch. 11 & 12 |
Peer assessment and discussion of Progress Report B in tutorial. |
10 |
Data Analysis (cont.) |
Ch. 13 & 14 |
Univariate statistics: Qualtrics output Summarising data with SPSS and Excel |
11 |
Data Analysis (cont.) |
Ch. 15 & 16 |
Bivariate statistics in SPSS. |
12 |
Data Analysis (cont.) Review of semester to date. |
Ch. 9 – 16 |
Multivariate statistics in SPSS. |
13 |
Examination preparation |
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Group Project Final Research Report due in iLearn: Midnight Friday 14 Nov. PeerWise activities due this week |
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Assessment Policy http://mq.edu.au/policy/docs/assessment/policy.html
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