24908 Research Design and Data Collection Techniques

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Subject handbook information prior to 2025 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Undergraduate

Result type: Grade and marks

Requisite(s): ((24108 Marketing Foundations OR 24109 Marketing and Customer Value) AND 24202 Consumer Behaviour AND 24309 Marketing Research)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.

Description

This subject covers an advanced consideration of the management of the marketing research process, research designs, sources of marketing data, qualitative and quantitative data collection procedures, measurement, scaling and questionnaire design. It helps students develop advanced research skills that are critical to both knowledge generation in marketing theory and problem solving in marketing practice.

Subject learning objectives (SLOs)

1.	develop and implement research designs
2.	develop and implement data collection approaches
3.	work more effectively in teams to develop interpersonal, leadership and communication skills
4.	present more effectively in an informal and formal manner the findings of the group work components.

Course intended learning outcomes (CILOs)

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

• Evaluate how research design and outcomes contribute to ways that others can work ethically and sustainably (3.1)

Contribution to the development of graduate attributes

This subject addresses the integration of all aspects of marketing research into comprehensive plans and courses of action. It includes aspects of project planning, design, and execution including client service and management. It helps students develop advanced research skills that are critical to both knowledge generation in marketing theory and problem solving in marketing practice.

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 computer-based 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 statistical software package 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, online quizzes, tutorial exercises, draft assignments and other assessment methods. Further feedback will be provided in relation to submitted assessment tasks.

Content (topics)

• Research designs
• Qualitative and quantitative data collection procedures
• Measurement and scaling
• Questionnaire design
• Conjoint measurement
• Best-worst scaling
• Construct measurement

Assessment

Assessment task 1: In-Class Assessment (Individual)*

Objective(s):	This addresses subject learning objective(s): 1 and 2 This addresses program learning objectives(s): 3.1
Weight:	30%
Criteria:	*Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Assessment task 2: Project Report (Group)

Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4 This addresses program learning objectives(s): 3.1
Weight:	30%

Assessment task 3: Final exam (Individual)

Objective(s):	This addresses subject learning objective(s): 1 and 2 This addresses program learning objectives(s): 3.1
Weight:	40%

Minimum requirements

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

References

1. Zikmund, William, Steve D'Alessandro, Hume Winzar, Ben Lowe, and Barry Babin (2014), Marketing Research, Third Asia-Pacific Edition, Melbourne, VIC: Cengage Learning.
2. Malhotra, Naresh, John Hall, Mike Shaw, and Peter Oppenheim (2007), Essentials of Marketing Research: An Applied Orientation, 2nd Edition, Frenchs Forest, NSW: Pearson Education.
3. Coakes, Sheridan J. and Clara Ong (2011), SPSS: Analysis without Anguish (Version 18 for Windows), Milton, QLD: John Wiley & Sons Australia, Ltd.
4. Bearden, William O., Richard G. Netemeyer, and Kelly L. Haws (2011), Handbook of Marketing Scales, 3rd Edition, Thousand Oaks, CA: Sage Publications, Inc.
5. Bruner, Gordon C. II, Paul J. Hensel, and Karen E. James (2005), Marketing Scales Handbook, Volume IV, South-Western Educational Pub.
6. Faculty of Business (2014), Guide to Writing Assignments, 3.1 Edition, Faculty of Business, University of Technology, Sydney.

Other resources

UTSOnline is a web-based learning tool. In this subject, UTSOnline is used for asking and answering questions (via Discussion Forums), (1) keeping up to date via Announcements; (2) accessing learning resources via Subject Materials; (3) asking and answering questions via Discussion Forums; and (4) checking your grades via Tools.

Useful and related articles can be found from the following list of academic journals. The list is not complete or exclusive. Other journals are avaialble through UTS library as well.

• Journal of Marketing
• Journal of Marketing Research
• Journal of Consumer Research
• Journal of Consumer Psychology
• International Journal of Research in Marketing
• Journal of Retailing
• Journal of Academy of Marketing Science
• Journal of Business Research
• Harvard Business Review