University of Technology Sydney

24913 Experimental Design

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 2024 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 students with the concepts and tools needed for planning and designing laboratory and field experiments, and for collecting, analysing, and reporting behavioural data. The subject also provides students with the foundations for evaluating the methodology of other behavioural researchers' experimental work. Participation in the subject facilitates students' development of skills in planning and implementing all phases of an experiment or quasi-experiment from the perspective of an applied behavioural researcher.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. appraise the use of concepts related to experimental design
2. synthesize contemporary thinking in fundamental topics in experimental design
3. design an experiment and analyse data using appropriate tools to test hypotheses

Contribution to the development of graduate attributes

This subject is designed not only to expose students to foundational literature on consumer research but also to support the development of academic research skills. It is based on a hands-on approach whereby students critically analyse existing research, participate in in-class research discussions with instructor and other students, and create research ideas with potential to significantly contribute to the literature. Hence, this subject contributes to the development of the following graduate attributes:

  1. Business knowledge and concepts
  2. Critical thinking, creativity and analytical skills
  3. Communication and interpersonal skills

This subject also contributes to the following program learning objectives:

  • PLO 1.2 Integrate research principles and concepts and apply them to relevant academic and professional disciplines
  • PLO 2.1 Critically evaluate existing academic literature in the research field
  • PLO 2.2 Apply critical and creative thinking to address major research issues in business disciplines
  • PLO 3.1 Convey research clearly and fluently, in high quality written form appropriate for academic and/or professional audiences

Teaching and learning strategies

The subject is based on collaborative learning activities in a research workshop format. The subject is constructed so as to challenge the students and encourage them to develop independent thinking while working collaboratively. Students engage in the essential content by preparing critical evaluations of readings assigned for each session. The instructor facilitates in-class discussion where students share their thoughts on the material and provide feedback to each other in a supportive environment. Students are expected to examine not only the content area of each paper but also its methodology and implications, then explore new possibilities through the proposal of research ideas.

Through exposure to a range of fundamental theories in the field, in-depth analysis of core research, and critical discussion and feedback from instructor and peers, students will develop the ability to apply this learning and skills to their own research.

Students are expected to prepare for class by reading and critically analysing the assigned readings 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.

The learning management system will be used to share information (including readings) and encourage interaction between staff and students.

Content (topics)

  1. Introduction to experimental research
  2. Contrasts, trends, and simultaneous comparisons
  3. Experimental manipulations and measures
  4. Power analysis, effect, size, and outlier analysis
  5. Between-subjects, within-subjects, and mixed designs
  6. Mediation analysis


Assessment task 1: Experiment evaluation


This addresses subject learning objective(s):

1 and 2

Type: Report
Groupwork: Individual
Weight: 25%

Experimental evaluation should be maximum 5 pages long (double-line spaced).


Demonstrate expert knowledge to understand the application of experimental design to hypotheses testing.

Demonstrate ability to evaluate the scope and depth of experimental design.

Draw valid conclusions based on the evaluation.

Assessment task 2: Experimental design and hypothesis testing


This addresses subject learning objective(s):

1, 2 and 3

Type: Report
Groupwork: Individual
Weight: 25%

Experimental evaluation should be maximum 5 pages long including references (double-line spaced).


Demonstrate expert knowledge to formulate testable hypotheses.

Demonstrate ability to apply appropriate data analysis to experimental data for hypotheses formulated.

Assessment task 3: Data-driven experimental data analysis


This addresses subject learning objective(s):

1, 2 and 3

Type: Report
Groupwork: Individual
Weight: 50%

Experimental evaluation should be maximum 10 pages long including references (double-line spaced).


Demonstrate ability to apply data analysis tools to experimental data.

Draw valid conclusions based on the results of data analyses.

Demonstrate expert knowledge to develop design experiments.

Minimum requirements

In order to pass the course students must achieve a pass mark (>=50%) on all components combined.

Required texts

A list of mandatory readings for each session will be placed at UTSOnline.


A list of additional readings will be placed on UTSOnline.