24309 Marketing Research
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): (24108 Marketing Foundations OR 24109 Marketing and Customer Value)) AND ( 26134 Responsible Evidence-Based Decisions OR 37151 Introduction to Statistics OR (33130 Mathematics 1 AND 33230 Mathematics 2)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
This subject covers the basic marketing research procedures including analytical and interpretive skills that allow marketing analysts and managers to carry out and evaluate practical and useful marketing research. It develops an understanding of the overall process of marketing research design, implementation and control in the contemporary business environment and also develops a basic understanding of data collection and analysis techniques. Students undertaking this subject develop skills necessary for careers in analytical or research fields.
Subject learning objectives (SLOs)
| 1. | develop and evaluate marketing research projects |
|---|---|
| 2. | apply marketing research knowledge and skills to assist managerial decision-making |
| 3. | employ relevant qualitative and quantitative research methods in an ethical manner. |
Course intended learning outcomes (CILOs)
This subject also contributes specifically to the following program learning objectives:
- Demonstrate ability to work independently and with others as a member of a team to achieve an agreed goal (2.2)
Contribution to the development of graduate attributes
This subject introduces the concepts and practices of marketing research. It provides the knowledge and skills to manage in practice a range of tasks from research problem definition to research design, implementation and finally interpretation of research results. After completion, participants will be able to develop marketing research projects and support their implementation and assessment.
This subject contributes to the development of the following graduate attributes:
- Communication and collaboration
- Professional and technical competence
This subject also contributes specifically to develop the following Program Learning Objectives:
- Apply technical and professional skills to operate effectively in business (4.1)
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate; and the workshops are built around in-class exercises and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS Learning Management System will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks. All students will be provided with the opportunity for initial feedback on their performance in the subject during the first six weeks of the semester, for example, tutorial exercises, assignment proposal and other assessment methods. Further feedback will be provided in relation to submitted assessment tasks.
Content (topics)
• Marketing research process
• Marketing research ethics
• Qualitative marketing research methods
• Quantitative marketing research design
• Data collection and analyses
• Marketing research management and evaluation
Assessment
Assessment task 1: Research project (Group and Individual)
| Intent: | Assessment 1a: Research project (group) - 30% Assessment 1b: Executive summary and peer evaluation (individual) - 5% |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 This addresses program learning objectives(s): 2.2 |
| Weight: | 35% |
Assessment task 2: Tutorial test (individual)*
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 20% |
| Criteria: | *Note: Late submission of the assessment task will not be marked and awarded a mark of zero. There are no alternative quizzes for this subject. Students who do not attend the faculty based tutorial quiz will have the weighting of that assessment added to the final examination conditional on the students submitting, receiving approval and complying with the requirements of special consideration in accordance with the UTS rules. If the composite mark for the final exams totals more than 50 per cent and the student is in the final subject of their degree, the UTS rules on borderline result (range 45-49) shall apply whereby students will be allowed to undertake a supplementary final examination. Where a student completes and passes a supplementary examination, the maximum mark awarded for the subject will be 50 Pass. |
Assessment task 3: Final Exam (individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 40% |
| Length: | 90 minutes |
Assessment task 4: Student research reflection (Individual)
| Objective(s): | This addresses subject learning objective(s): 1 and 2 |
|---|---|
| Weight: | 5% |
| Criteria: |
|
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
There is no required text for this subject. Students are recommended to obtain an introductory text book in the area of Marketing Research for reference throughout the semester.
Some readings and articles will be made available UTS Canvas for students to download as compulsory reading. In addition, some links to external website material will also be provided to students as appropriate.
Recommended texts
An introductory text book in Marketing Research is strongly recommended for use in this subject. A range of titles are available including those directly from the publisher or second-hand. Some indicative titles are:
Joseph F. Hair, David J. Ortinau, Dana E. Harrison (2020), Essentials of Marketing Research 5th Edition, McGraw-Hill, ISBN 9781260575781
Hair, Joseph F. and Bryan Lukas (2014), Marketing Research (4th Edition), McGraw-Hill, North Ryde, NSW, Australia (ISBN 9781743078761).
D'Alessandro, S., Lowe, B., Winzar, H., Zikmun, W. and Babin, B.J. (2017), Marketing Research: Asia-Pacific Edition, Cengage Learning Australia. (ISBN 9780170369824).
Malhotra, Naresh (2019), Marketing Research: An Applied Orientation, Global Edition (7th Edition), Pearson Higher Education, USA (ISBN 9781292265636).
Students are also recommended to utilise a textbook on the topic of introductory business statistics, such as one prescribed for use in the core subject, 26134 Business Statistics:
Ken Black, John Asafu-Adjaye, Paul Burke, Nelson Perera, Carl Sherwood, Saleh A. Wasimi (2019), Business Analytics and Statistics (1st Edition), Wiley Publishing (ISBN: 978073035543). The 2nd edition can also be used if you have this which became available in Autumn 2024 (ISBN 978 1394 189 670).
Other resources
SPSS is a statistical software package that you will be using later in the course to analyse the data that you gather from your research surveys and questionnaires, which is available on all UTS computers. You will be required to use SPSS for your assignments and other assessments in this subject. You will be given the opportunity to learn and use SPSS in the labs. You will also need to spend time using SPSS using UTS computers (e.g., in the library or computer workstations) aside from lectures and labs in order to complete your assignments and assessments.