Students

MKTG2017 – Qualitative Insights

2021 – Session 1, Special circumstances

Notice

As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group activities on campus, and most will keep an online version available to those students unable to return or those who choose to continue their studies online.

To check the availability of face-to-face and online 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.

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Cynthia Webster
cynthia.webster@mq.edu.au
Contact via cynthia.webster@mq.edu.au
158C 3 Management Dr
Thursdays 11-12
Credit points Credit points
10
Prerequisites Prerequisites
40cp at 1000 level or above including MKTG1001 or MKTG101
Corequisites Corequisites
MKTG1003 or MKTG203
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://www.mq.edu.au/study/calendar-of-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.

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: Further information on submitting an Application for Special Consideration can be found at https://students.mq.edu.au/study/my-study-program/special-consideration

Assessment Tasks

Name Weighting Hurdle Due
Practice-Based Task 40% No Week 2 to Week 13
Qualitative Analysis 45% No Week 10
Video Presentations 15% No Week 13

Practice-Based Task

Assessment Type 1: Practice-based task
Indicative Time on Task 2: 15 hours
Due: Week 2 to Week 13
Weighting: 40%

 

Various practice-based tasks will be given throughout the semester. Some of these are take-home tasks, others are to be completed during the workshops. They might include completion of worksheets, hands-on practices etc. There will be minimum four random collections of those tasks. Each task is worth 10%.

 
On successful completion you will be able to:
  • Apply qualitative research skills and analytic techniques to derive marketing and consumer insights.
  • Critically evaluate qualitative approaches, theories and techniques in deriving research insights.
  • Demonstrate sustainable thinking to create coherent and theoretically rigorous arguments to address marketing problems.

Qualitative Analysis

Assessment Type 1: Qualitative analysis task
Indicative Time on Task 2: 20 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 1,000 word results summary

 
On successful completion you will be able to:
  • Apply qualitative research skills and analytic techniques to derive marketing and consumer insights.
  • Critically evaluate qualitative approaches, theories and techniques in deriving research insights.

Video Presentations

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.

 
On successful completion you will be able to:
  • Apply qualitative research skills and analytic techniques to derive marketing and consumer insights.
  • Demonstrate sustainable thinking to create coherent and theoretically rigorous arguments to address marketing problems.

1 If you need help with your assignment, please contact:

  • the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
  • the Writing Centre for academic skills support.

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:

  • 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, 46(3), pp.460-482.
  • Akaka, M.A. and Schau, H.J., 2019. Value creation in consumption journeys: recursive reflexivity and practice continuity. Journal of the Academy of Marketing Science, 47(3), pp.499-515.
  • 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 Ethics, 154(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 Research, 44(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 Management, 34(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 Marketing, 82(5), pp.141-159.
  • Kozinets, R.V., 2002. The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), pp.61-72.
  • Spiggle, S., 1994. Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research, 21(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 Research, 34(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 Web Page

  • The web page for this unit can be found at: iLearn http://ilearn.mq.edu.au
  • All announcements and resources will be available on the web site. Resource materials include lecture slides, assessment tasks, and links to journal articles and videos. There is also a forum for student interaction and contact with faculty. You should consult the course Website several times per week for messages and updates.

 

 

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:

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

To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/student-conduct

Results

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/

Learning Skills

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. 

Student Services and 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.

Student Enquiries

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

IT Help

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.

Unit information based on version 2021.04 of the Handbook