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Unit outline_

MKTG1002: Marketing Research

Semester 2, 2024 [Normal day] - Camperdown/Darlington, Sydney

Marketing research is an essential research activity which provides objective, accurate and timely information to entities (e.g. government, businesses and not-for-profit organisations) to help reduce the uncertainty and risk associated with decision-making. This unit introduces students to the preparation and planning work required when initiating a marketing research project. Conducting market research requires a thought process to formulate research questions, and propose a research strategy adhering to best practices that answer the research questions posed. Particular emphasis is given to the initial stages of the market research process involving problem identification, problem contextualisation and conceptualisation, developing a research proposal, conducting exploratory research through secondary data and administering a pilot survey as well as conducting some basic analysis.

Unit details and rules

Academic unit Marketing
Credit points 6
Prerequisites
? 
MKTG1001
Corequisites
? 
None
Prohibitions
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Stacey Brennan, stacey.brennan@sydney.edu.au
Lecturer(s) Stacey Brennan, stacey.brennan@sydney.edu.au
The census date for this unit availability is 2 September 2024
Type Description Weight Due Length
Assignment Data Analysis Report
Data Analysis Report
25% Formal exam period
Due date: 15 Nov 2024 at 23:59
2000 words
Outcomes assessed: LO3
Presentation group assignment Group presentation
Presentation
10% Multiple weeks 8-10 minutes
Outcomes assessed: LO1 LO2 LO4
Participation Tutorial participation
Participation.
15% Ongoing Ongoing
Outcomes assessed: LO1
Online task Early Feedback Multiple Choice Quiz
Online Multiple Choice Quiz #earlyfeedbackquiz
10% Week 03
Due date: 16 Aug 2024 at 23:59
18 minutes
Outcomes assessed: LO1
Assignment Research Proposal Part A
Research Proposal
10% Week 05
Due date: 30 Aug 2024 at 23:59
1000 words
Outcomes assessed: LO1 LO2
Assignment group assignment Research Proposal Part B
Research Proposal
30% Week 11
Due date: 18 Oct 2024 at 23:59
2500 words
Outcomes assessed: LO1 LO2 LO4
group assignment = group assignment ?

Early feedback task

This unit includes an early feedback task, designed to give you feedback prior to the census date for this unit. Details are provided in the Canvas site and your result will be recorded in your Marks page. It is important that you actively engage with this task so that the University can support you to be successful in this unit.

Assessment summary

  • Early Feedback Assignment. Multiple Choice Quiz: This online multiple-choice quiz will test students on the content covered in Weeks 1 and 2. This quiz is designed to give early feedback to students regarding their understanding of the unit content.
  • Marketing Research Proposal Part A: Students will develop the early stages of a Marketing Research Proposal for one of the brands listed on Canvas. Feedback will be provided regarding their choices and what improvements they can make.
  • Marketing Research Proposal Part B: Students will form groups of up to 5 members from the same tutorial class and same scenario from Part A. Groups will then develop a full written research proposal, incorporating feedback from Part A.
  • Group Presentation: Groups will showcase their proposed research proposal in their respective tutorials. All members of the group are required to contribute to the oral presentation.
  • Data Analysis Report: Students will be presented with Qualitative and Quantitative Data. Recommendations will need to be provided to a brand based upon student’s interpretation of the data.
  • Tutorial participation: To promote a learning and knowledge sharing atmosphere, students are encouraged to prepare prior and participate during class. Participation marks are also awarded for Canvas contributions and the BRC.
  • Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range

Description

High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Distinction

75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Credit

65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Pass

50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Fail

0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date: Deduction of 5% of the maximum mark for each calendar day after the due date. After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

Use of generative artificial intelligence (AI) and automated writing tools

You may only use generative AI and automated writing tools in assessment tasks if you are permitted to by your unit coordinator. If you do use these tools, you must acknowledge this in your work, either in a footnote or an acknowledgement section. The assessment instructions or unit outline will give guidance of the types of tools that are permitted and how the tools should be used.

Your final submitted work must be your own, original work. You must acknowledge any use of generative AI tools that have been used in the assessment, and any material that forms part of your submission must be appropriately referenced. For guidance on how to acknowledge the use of AI, please refer to the AI in Education Canvas site.

The unapproved use of these tools or unacknowledged use will be considered a breach of the Academic Integrity Policy and penalties may apply.

Studiosity is permitted unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission as detailed on the Learning Hub’s Canvas page.

Outside assessment tasks, generative AI tools may be used to support your learning. The AI in Education Canvas site contains a number of productive ways that students are using AI to improve their learning.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy 2023 reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy 2023. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

WK Topic Learning activity Learning outcomes
Week 01 Defining the Research Problem Lecture and tutorial (3 hr)  
Week 02 Exploratory Marketing Research Lecture and tutorial (3 hr)  
Week 03 Descriptive Marketing Research - Survey & Observation Lecture and tutorial (3 hr)  
Week 04 Causal Marketing Research - Experiments Lecture and tutorial (3 hr)  
Week 05 Measurement Lecture and tutorial (3 hr)  
Week 06 Designing Data Collection Tools Lecture and tutorial (3 hr)  
Week 07 Sampling Lecture and tutorial (3 hr)  
Week 08 Field Work & Errors in Research Lecture and tutorial (3 hr)  
Week 09 Qualitative Data Analysis Lecture and tutorial (3 hr)  
Week 10 Quantitative Data Analysis I Lecture and tutorial (3 hr)  
Week 11 Quantitative Data Analysis II Lecture and tutorial (3 hr)  
Week 12 Do you want to be a Marketing Researcher? Lecture and tutorial (3 hr)  
Week 13 Presenting the Research Findings & Summary Lecture and tutorial (3 hr)  

Attendance and class requirements

Lecture recording: Lectures will be recorded and will be available on Canvas, however, please note the Business School does not own the system and cannot guarantee that the system will operate or that every lecture will be recorded. There is also no guarantee that the sound quality will be acceptable. It is therefore strongly recommended that students attend all 13 lectures in person. 

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Babin, B., D'Alessandro, S., Winzar, H., Lowe, B. and Zikmund, W. (2020) Marketing Research, 5th Asia Pacific Edition, Cengage Learning. [ISBN 9780170438964]

 

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. Make appropriate and justified choices for given scenarios using the Marketing Research Process.
  • LO2. Develop a marketing research proposal for a given problem/issue.
  • LO3. Analyse qualitative and quantitative research data and present findings in a meaningful way
  • LO4. Employ project management skills in a team-based environment.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

This section outlines changes made to this unit following staff and student reviews.

The assignment Proposal Part A has been added so that students can receive feedback on their choices prior to submitting the larger research proposal (Part B). In addition the due date of the presentation has been brought forward to allow groups to make changes to their proposal based upon their presentation feedback. Industry speakers will perform a guest lecture in Week 12 to enhance the learning experience and demonstrate marketing research's application in the real world.

More information can be found on Canvas.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.