Notice
As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group learning activities on campus for the second half-year, while keeping an online version available for those students unable to return or those who choose to continue their studies online.
To check the availability of face to face activities for your unit, please go to timetable viewer. To check detailed information on unit assessments visit your unit's iLearn space or consult your unit convenor.
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 2-3pm
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Credit points |
Credit points
10
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Prerequisites |
Prerequisites
MKTG101 or MKTG1001
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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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. |
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:
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.
Name | Weighting | Hurdle | Due |
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Design and Participatory Task | 20% | No | Week 4 |
Qualitative Analysis | 45% | No | Week 10 |
Video Presentations | 15% | No | Week 13 |
Debate | 20% | No | Week 7 |
Assessment Type 1: Design Task
Indicative Time on Task 2: 10 hours
Due: Week 4
Weighting: 20%
This is an individual assessment that involves designing a focus group discussion guide to address a problem related to sustainability and then anonymously participating in an online focus group to generate qualitative data on the topic. Specific instructions and marking guide will be provided on iLearn. 800 word focus group discussion guide and participation in an online focus group
Assessment Type 1: Qualitative analysis task
Indicative Time on Task 2: 25 hours
Due: Week 10
Weighting: 45%
This is an individual assessment that involves conducting qualitative analysis using NVivo on the data generated in the online focus groups , interpreting results and writing a summary of the insights gained. Specific instructions and marking guide will be provided on iLearn. NVivo analysis and 1000 word results summary
Assessment Type 1: Presentation
Indicative Time on Task 2: 10 hours
Due: Week 13
Weighting: 15%
This is a group assessment task that involves creating a video presentation examining a sustainability challenge facing the world today by identifying reasons why the issue has not been solved and providing innovative ways marketing can address the problem. 50% will be assessed on individual contribution and 50% based on the group presentation. Specific instructions and marking guide will be provided on iLearn.
Assessment Type 1: Debate
Indicative Time on Task 2: 10 hours
Due: Week 7
Weighting: 20%
This is an individual assessment that requires preparing a summary of the advantages and disadvantages of three qualitative techniques supported by theory and then participating in a team debate on the most efficient qualitative technique for deriving research insights. Specific instructions and marking guide will be provided on iLearn.
1 If you need help with your assignment, please contact:
2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation
Delivery and Resources:
Lectures, seminars and computer laboratories:
Required and Recommended Texts and/or Materials
Required Textbook
Additional Recommended Textbook:
Required Video (students are required to view the following videography)
Additional Recommended Videos:
Required Journal Articles (students are required to read the following journal articles)
Additional Recommended Journal Articles:
Technology Used and Required:
Please refer to iLearn for full unit schedule details.
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).
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
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to help you improve your marks and take control of your study.
The Library provides online and face to face support to help you find and use relevant information resources.
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
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
For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/.
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.