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MKTG2017 – Qualitative Insights

2020 – Session 1, Weekday attendance, North Ryde

Coronavirus (COVID-19) Update

Due to the Coronavirus (COVID-19) pandemic, any references to assessment tasks and on-campus delivery may no longer be up-to-date on this page.

Students should consult iLearn for revised unit information.

Find out more about the Coronavirus (COVID-19) and potential impacts on staff and students

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Cynthia Webster
Contact via cynthia.webster@mq.edu.au
158C 3 Management Dr
Mondays 12-1pm
Oliver Manlutac
Credit points Credit points
Prerequisites Prerequisites
MKTG101 or MKTG1001
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Qualitative insights provide organisations with an in-depth perspective of emerging market trends and novel consumer behaviours. Organisations use qualitative insights to better engage and deliver value to their customers, identify new opportunities and fuel their competitive advantage.
This unit equips students with knowledge of the role, theory and methods used in qualitative research. Students will develop skills in qualitative research design, data collection and analysis, including the use of different software packages. Students will also learn how to interpret and translate results to deliver strategic insights, and effectively deliver their findings through both oral and written communication.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://students.mq.edu.au/important-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Apply qualitative research skills and analytic techniques to derive marketing and consumer insights.
  • ULO2: Critically evaluate qualitative approaches, theories and techniques in deriving research insights.
  • ULO3: Demonstrate sustainable thinking to create coherent and theoretically rigorous arguments to address marketing problems.

Assessment Tasks

Coronavirus (COVID-19) Update

Assessment details are no longer provided here as a result of changes due to the Coronavirus (COVID-19) pandemic.

Students should consult iLearn for revised unit information.

Find out more about the Coronavirus (COVID-19) and potential impacts on staff and students

General Assessment Information

Late assessment submissions must also be submitted through the appropriate submission link in iLearn. No extensions will be granted unless an application for Special Consideration is made and approved. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. Late submissions will not be accepted after solutions have been discussed and/or made available.

Note: applications for Special Consideration Policy must be made within 5 (five) business days of the due date and time.

Delivery and Resources

Coronavirus (COVID-19) Update

Any references to on-campus delivery below may no longer be relevant due to COVID-19.

Please check here for updated delivery information: https://ask.mq.edu.au/account/pub/display/unit_status

Delivery and Resources:

Lectures, seminars and computer laboratories:

  • This unit consists of 3 hours face-to-face teaching per session, one 1 hour lecture and one 2 hour seminar or computer laboratory.
  • The timetable for classes can be found on the University website at: http://www.timetables.mq.edu.au/

Required and Recommended Texts and/or Materials

Required Textbook

  • Belk, R. Fischer, E. and Kozinets, R.V. 2013. Qualitative Consumer and Marketing Research. 1st edition, Sage. ISBN: 978-0857027672

Additional Recommended Textbook:

  • Mariampolski, H. 2001 Qualitative Market Research. 1st edition, Sage. ISBN: 97807619457    


Required Video (students are required to view the following videography)

  • Kleppe, I. and Caldwell, M. 2011. Walking the Talk, Talking the Walk: Embodied Health Activism in Developing Nations, in E - European Advances in Consumer Research, Vol. 9, eds. A. Bradshaw, C. Hackley and P. Maclaran, Duluth, MN: Association for Consumer Research, pp. 310-315.  Video link: https://vimeo.com/15311998

Additional Recommended Videos:

  • Veer, E. 2014. I’m Struggling: Men’s Stories of Mental Illness, in NA - Advances in Consumer Research, Vol. 42, eds. J. Cotte and S. Wood, Duluth, MN: Association for Consumer Research, pp. 758-758.  Video link: https://vimeo.com/92599682  Password: ACRBaltimore
  • O’Rourke, G. and O’Sullivan, S. R. 2016. Wonders of Waste: The Ideological Diffusion of the Upcycling Movement, in E - European Advances in Consumer Research, Vol. 44, Duluth, MN: Association for Consumer Research. Video link: https://vimeo.com/170595105


Required Journal Articles (students are required to read the following journal articles)

  • Caruana, R., Glozer, S. and Eckhardt, G.M., 2019. ‘Alternative Hedonism’: Exploring the Role of Pleasure in Moral Markets. Journal of Business Ethics, pp.1-16.
  • Gollnhofer, J.F., Weijo, H.A. and Schouten, J.W., 2019. Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways. Journal of Consumer Research. In press.
  • Koll, O., Von Wallpach, S. and Kreuzer, M., 2010. Multi‐method research on consumer–brand associations: Comparing free associations, storytelling, and collages. Psychology & Marketing27(6), pp.584-602.
  • Longo, C., Shankar, A. and Nuttall, P., 2019. “It’s Not Easy Living a Sustainable Lifestyle”: How Greater Knowledge Leads to Dilemmas, Tensions and Paralysis. Journal of Business Ethics154(3), pp.759-779.

Additional Recommended Journal Articles:

  • Arsel, Z., 2017. Asking questions with reflexive focus: A tutorial on designing and conducting interviews. Journal of Consumer Research44(4), pp.939-948.
  • Belk, R.W., Caldwell, M., Devinney, T.M., Eckhardt, G.M., Henry, P., Kozinets, R. and Plakoyiannaki, E., 2018. Envisioning consumers: how videography can contribute to marketing knowledge. Journal of Marketing Management34(5-6), pp.432-458.
  • Humphreys, A. and Carpenter, G.S., 2018. Status games: Market driving through social influence in the US wine industry. Journal of Marketing82(5), pp.141-159.
  • Kozinets, R.V., 2002. The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research39(1), pp.61-72.
  • Spiggle, S., 1994. Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research21(3), pp.491-503.
  • Thompson, C.J., 1997. Interpreting consumers: A hermeneutical framework for deriving marketing insights from the texts of consumers’ consumption stories. Journal of Marketing Research34(4), pp.438-455.


Technology Used and Required:

  • Students will need to have access to a personal computer, with access to the Internet and word processor software.
  • In laboratories, we will use MS-Word, MS-Excel, NVivo, FocusGroupIt, Adobe Spark Video


Unit Schedule

Coronavirus (COVID-19) Update

The unit schedule/topics and any references to on-campus delivery below may no longer be relevant due to COVID-19. Please consult iLearn for latest details, and check here for updated delivery information: https://ask.mq.edu.au/account/pub/display/unit_status

Please refer to iLearn for full unit schedule details.

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct​


Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

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The Library provides online and face to face support to help you find and use relevant information resources. 

Student Enquiry Service

For all student enquiries, visit Student Connect at ask.mq.edu.au

If you are a Global MBA student contact globalmba.support@mq.edu.au

Equity Support

Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.

IT Help

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When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.