Unit convenor and teaching staff |
Unit convenor and teaching staff
Tutor
Jennifer Lai
Contact via Email
TBA
Tutor
Trisha Koslow
Contact via Email
TBA
Tutor
Joe Pitt
Contact via Email
TBA
Tutor
Pingtzir Sam
Contact via Email
TBA
Unit convenor/ Lecturer
Hume Winzar
Contact via Email
4ER Room 633
Wednesday 10:00am-11:00am
Hamin Hamin
Contact via Email
TBA
Yang Yang
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
MKTG101
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
Marketing research is a key activity of successful organisations, enabling them to learn about consumers and markets. This knowledge helps organisations to identify potential opportunities in the market and make strategic decisions that support and sustain their competitiveness in the market.
This unit equips students with knowledge about the role and processes of marketing research. The focus of the unit is on developing students’ skills to work in teams to identify appropriate marketing research techniques that can be used to design and implement marketing research projects that solve marketing problems. Students gain knowledge of statistical software and learn how to analyse and interpret statistical output to make marketing decisions, and communicate their findings through oral and written communication.
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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 | Hurdle | Due |
---|---|---|---|
Group Project | 40% | No | Friday Weeks #4, #7, #13 |
Class test | 10% | No | Weeks #6 |
PeerWise Quiz Game | 10% | No | Friday Midnight Week #12 |
Final Examination | 40% | No | University Examination Period |
Due: Friday Weeks #4, #7, #13
Weighting: 40%
Submission
A group project to be submitted through iLearn in three parts:
Important note on Late Submission
No transfer of marks from these assessments to the final exam.
Due: Weeks #6
Weighting: 10%
In-class online test (Week 6), in tutorial period (10%).
Late Submission
No extensions or postponements will be granted. Students who have not completed the task prior to the deadline will be awarded a mark of 0 for the quiz.
No transfer of marks from this assessment to the final exam.
Due: Friday Midnight Week #12
Weighting: 10%
PeerWise is a place for students to create, share and evaluate assessment questions with their classmates. This service is external to iLearn, and requires a separate log-in procedure.
10 marks are awarded for contribution to the PeerWise service by writing, answering, commenting, rating questions that are related with the theories and practices in marketing research. Students earn "badges" for their contributions in PeerWise, and marks are awarded for the variety of badges earned. More details are provided on the unit website.
Irrelevant or inappropriate questions and comments will be deleted. If you post questions that have been plagiarised, or that are irrelevant, stupid or inappropriate, then the unit convenor may suspend your account in PeerWise for a week or more.
Late Submission
Peerwise is an ongoing activity throughout the semester. Disruption to study, extensions and late submission do not make sense in this context. Students who have not participated in the PeerWise task by the deadline will be awarded a mark of 0 for the task.
No transfer of marks from these assessment tasks to the final exam.
Due: University Examination Period
Weighting: 40%
A combination of Short-Answer and MCQ designed to test your understanding and application of all parts of the unit.
Prescribed text:
D’Alessandro, Lowe, Winzar, Zikmund, Babin (2017) Marketing Research: 4th Asia-Pacific Edition with Student Resource Access. Cengage: ISBN 9780170369824
Recommended texts:
Kirkpatrick & Feeney (2016) A Simple Guide to IBM SPSS Statistics - version 23.0. Cengage: ISBN 9781305877719
Allen, Bennett, and Heritage. (2014), SPSS Statistics Version 22- A Practical Guide, 3ed. Cengage: ISBN-10: 0-17-034897-0
Emerson, L. (2013), Writing Guidelines for Business Students, 5ed. Cengage: ISBN-10: 0-17-021638-1
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.
The unit website, iLearn, is divided into weekly sections. Students will need to pass a mini-quiz based on previous weeks' content in order to progress to the next week's section. The mini-quizes do not count towards a grade, but require students to keep up.
Week |
Topic |
Reading |
Notes/ tutorial activities |
1 |
Course Introduction Marketing Research |
Zikmund et al., 2017 Ch. 1 |
No tutorials this week. |
2 |
Aiming for the Goal: the Research Report and Research Process |
Zikmund et al., 2017 Ch. 2,16 |
Introduction and group formation. Observation and interview techniques. |
3 |
Types of Data and Exploratory Research |
Zikmund et al., 2017 Ch. 3, 4 |
Interviews & Focus Groups |
4 |
Survey Technique and Projective Method
|
Zikmund et al., 2017 Ch. 5, 6 |
Projective techniques Individual Task: Progress Report A - Qualitative Research Summary due in iLearn: Midnight Friday 23 March |
5 |
Causal Research and Experiment |
Zikmund et al., 2017 Ch. 7 |
No formal tutorials this week because of Good Friday public holiday. Less formal meetings will be held at agreed times on other days. |
6 |
Questionnaire Design |
Zikmund et al., 2017 Ch. 8, 9 |
No formal tutorials this week because of Easter Monday public holiday. Less formal meetings will be held at agreed times on other days. |
7 |
Sampling Technique |
Zikmund et al., 2017 Ch.10 |
Linking research questions and hypotheses with measurement. Online Questionnaire design Group Task: Progress Report B - Quantitative Research Proposal is due in iLearn: Midnight Friday 13 April |
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Session 2 Recess |
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8 |
Data Editing & Coding |
Zikmund et al., 2017 Ch.11 |
Print and bring your Progress Report B to tutorial class for feedback. Trial Qualtrics output & data cleaning |
9 |
Data Analysis Part I |
Zikmund et al., 2017 Ch.12 |
Summarising data with SPSS (data cleaning and coding before analysis) |
10 |
Data Analysis Part II |
Zikmund et al., 2017 Ch.13 |
Univariate statistics: Qualtrics output |
11 |
Data Analysis Part III |
Zikmund et al., 2017 Ch.14 |
Bivariate statistics in SPSS. |
12 |
Data Analysis Part IV Review of semester to date. |
Zikmund et al., 2017 Ch.15 |
Multivariate statistics in SPSS. PeerWise activities close Midnight Friday 1 June |
13 |
Examination Review and Preparation |
Zikmund et al., 2017 All chapters |
Exam preparation Q&A Group Project- Final Research Report due in iLearn: Midnight Friday 8 June |
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Further information on the academic honesty can be found in the Macquarie University Academic Honesty Policy at http://www.mq.edu.au/policy/docs/academic_honesty/policy.html
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Grade descriptors and other information concerning grading are contained in the Macquarie University Grading Policy which is available at:
http://www.mq.edu.au/policy/docs/grading/policy.html
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Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by: