University of Technology Sydney

24720 Applied 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 2023 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:


Result type: Grade and marks

There are course requisites for this subject. See access conditions.


This subject provides a comprehensive review of the marketing research process, from problem recognition and definition through to the findings and recommendations for marketing decision-making. The subject provides students with the cognitive, technical and creative skills to generate and evaluate complex ideas and concepts and apply them to the field of marketing research. This can then be applied in the subject to conduct high quality, managerially actionable research. Topics covered include the marketing process – the generation and management of the marketing information resources of an organisation. In this sense, the subject is critical to a discussion of specific, functional decision areas of marketing in other subjects. The practical emphasis in this subject contributes to students' understanding of the theories, technical skills, and methodologies required to draw conclusions to make professional decisions for marketing decision makers.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. apply marketing research knowledge and skills to assist managerial decision-making
2. discuss the main areas in which the validity of marketing research projects may have been reduced, and take appropriate corrective action
3. use appropriate statistical procedures for data analysis and be able to correctly interpret the output, and clearly communicate the implications of the findings to decision-makers.

Course intended learning outcomes (CILOs)

This subject also contributes specifically to the following program learning objectives:

  • Critically analyse and apply creative problem-solving processes to address complex marketing issues and provide integrated solutions (1.1)
  • Integrate high-level technical skills and professional principles within specialised marketing practice (4.1)

Contribution to the development of graduate attributes

The basis for effective managerial decision-making is clear, concise and accurate information. Marketing Research introduces students to the key concepts and methods of conducting valid, actionable research to obtain information to aid marketing decision-making. This subject provides a basis for understanding the theory and practice of marketing research, to achieve this end.

This subject contributes to the development of the following graduate attributes:

  • Intellectual rigour and innovative problem solving
  • Professional and technical competence

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and tutorial/workshop sessions. The lectures will present the theory associated with the weekly topics, and the workshops will reinforce that theory through the use of practical questions and exercises, and the use of statistical tools in the computer labs. These classes will be supplemented with both printed and electronic learning materials and resources.

Students are expected to prepare for class by answering specific questions or by attempting the computer workshops prior to class so that the instructor can facilitate individual and group discussions, and activities in class. Formative feedback is given continually both in class and outside class time, both on the topics chosen to research, and the development and testing of the questionnaire.

The 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.

Content (topics)

  1. Qualitative research design
  2. Secondary data research
  3. Survey and questionnaire design
  4. Measurement development
  5. Experimental research design
  6. Sampling
  7. Hypothesis testing
  8. T-test and ANOVA
  9. Correlation and regression analysis


Assessment task 1: Questionnaire (Group)


This addresses subject learning objective(s):

1, 2 and 3

Weight: 20%
  • Ability to identify the relevant independent variables for their study
  • Develop valid, reliable measures
  • Design questionnaire using sound principles and practices of questionnaire design

Assessment task 2: Project (Individual)


This addresses subject learning objective(s):

1, 2 and 3

This addresses program learning objectives(s):


Weight: 30%
  • Correctly apply statistical tests and write a comprehensive report of their data analysis for a client
  • Clearly explain the statistical tests used, in lay-person's language
  • Discuss all relevant output, and appropriately discuss its implications
  • Propose feasible recommendations for the client

Assessment task 3: Final Examination (Individual)


This addresses subject learning objective(s):

1, 2 and 3

This addresses program learning objectives(s):


Weight: 50%
  • Depth of application of marketing research and theory
  • Correctly apply statistical tests
  • Clearly explain the statistical tests used, in lay-person's language
  • Discuss all relevant output and its managerial implications for the client

Minimum requirements

Students must achieve at least 50% of the subject's total marks.

Required texts

Lecture slides as well as exercises and case studies for the workshops can be downloaded from UTS Online on Wednesday before the respective lecture. It is expected that students prepare the workshop content before attending the workshops.

Recommended texts

It is recommended that students consult the relevant chapters (as per the program above) of the following book:

Babin, Barry, J. and Zikmund, William G., (2016), Exploring Marketing Research, 11th edn, South Western/Cengage


Additional readings will be placed on UTSCanvas throughout the semester.