School of Marketing
Curtin Business School
www.cbs.curtin.edu.au
Marketing Research 200
Charles Telfair Institute – Semester 1, 2009
Unit study package number:
9807
Mode of study:
Partially Online Internal
Tuition pattern summary:
1.5-hour lecture (Wed 13.45 – 15.15) and
1.5-hour tutorial (Group 1: Mon 10.00 – 11.30)
(Group 2: Tue 12.00 – 13.30)
This unit contains a fieldwork component. Find out more at the
fieldwork education website: (fieldworkeducation.curtin.edu.au )
Credit value:
25
Pre-requisite units:
Consumer Behaviour 201
Co-requisite units:
None
Anti-requisite units:
None
Additional Requirements:
None
Core Unit Status:
Core
Result type:
Grade/Mark
Approved incidental fees:
All fee information can be obtained through the Fees
Centre. Visit fees.curtin.edu.au for details.
Unit Coordinator:
Name:
Dr David H Wong
Phone:
61-8-9266-3289
Email:
David.Wong@cbs.curtin.edu.au
Building : Room:
408-2022
Consultation times:
TBA
Name:
Mr Rajesh Gunesh
Phone:
466 0234
Lecturer:
Email:
raj.gunesh@telfair.ac.mu
Building : Room:
Orbis Court, 3rd floor
Consultation times:
TBA
Learning Management System: FLECS - Blackboard (oasis.curtin.edu.au)
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Syllabus
Introduction to the scientific method and technology of marketing research, the application of
market research data to resource key marketing and strategic decisions, and the professional
skills of winning and serving a research client. A hands-on market research project for a real
business client consolidates the ideas and skills gained.
Introduction
Marketing research is usually perceived to be a difficult and boring subject. It does not have
to be! As long as you have the positive mindset, it can be as dynamic, motivating, selfsatisfying and mostly fun as any other favourite subject of yours.
Undoubtedly, it is an important tool in marketing management. By understanding the
research process, the researcher will be in a better position to assess the suitability, reliability
and validity of a research study. As such, a good grasp of the commonly used tools in
marketing research is imperative.
Unit Learning Outcomes
On successful completion of this unit you will be able to:
1. Employ the scientific approach to carrying out marketing research, including the use
of exploratory and descriptive research techniques
2. Explain the possible errors in survey research and the techniques available to
minimise these errors
3. Design a survey instrument (e.g. a questionnaire) that will be used to collect relevant
information from target respondents
4. Design a sampling strategy for the collection of data, and apply fieldwork techniques
in interacting with the surveyed respondents
5. Understand the different types of statistical tools available and apply these tools to
analyze different types of collected data
6. Develop a presentation of your research findings to management for decision making
Learning Activities
Lectures
The purpose of the lecture is to describe some of the principles in the unit and the application
of those principles. A lecture does not cover all there is to learn about the area. You will need
to read and study further those areas covered in the lecture. Similarly, it is not possible to
cover in the lecture all the unit material contained in the prescribed text. However, all material
in the prescribed text, whether covered in the lecture or not, forms the subject matter of
discussion in the tutorials and may be examinable in the tests and the final examination.
Tutorials
The purpose of the tutorial is to provide a small group forum for learning and applying
decision making, and written and oral communication skills; assess your knowledge and
skills; provide an opportunity for you to raise questions with your tutor about the course (e.g.
difficulties experienced with textbooks, or with tutorial tasks).
You should attend one tutorial per week, commencing in the first week of the semester. Your
tutor will keep a record of your tutorial attendance.
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The tutorials will be largely project based. Your tutor will guide you through your project on a
step-by-step basis. It is important to attend tutorials in order to keep abreast with how the
lecture material will be specifically applied to your project.
Refer to http://www.cbs.curtin.edu.au/current/classlisting.cfm for the current timetable. Do
not change tutorials without the consent of the unit controller and your tutor.
Learning Resources
Essential Texts
You will need to purchase the following textbook in order to complete this unit:
Zikmund, William, Ward, Steven, Lowe, Ben and Winzar, Hume (2007) Marketing Research
Asia Pacific Edition, 1st Edition, Thomson Learning, Melbourne, Australia, ISBN: 0 17 012734
6.
Recommended Texts
You do not have to purchase the following textbooks but you may like to refer to them.
Coakes, Sheridan J. and Steed, Lyndall G. (2003) SPSS 11 - Analysis without Anguish, John
Wiley and Sons Australia Ltd (or Later Versions)
Online Resources
Wong, David H. (2003) Dave’s Crash Course in Statistics using SPSS
GECKO
GECKO is your gateway to library databases. This is where you are able to search for
secondary data, E-journals and other reference material needed to support your work in both
the assignment and project.
Access GECKO by following the prompts from
http://library.curtin.edu.au/. Suggested resources under the GECKO platform include
ABI-Inform, and ProQuest 5000 -All Collections.
Assessment Schedule
Task
Secondary Data Research
Assignment (Individual) (Ch 1-5)
Final Examination (Individual)
(Ch 8,9,10,11 + SPSS Crash
Course)
Research Project (Group)
Research Project Presentation
(Group)
Value (%)
Date due
Unit Learning
Outcome(s) assessed
20%
3 April 2009 5pm
1, 2
40%
University’s Exam
Period – Details
TBA
29 May 2009 5pm
Presentation:
Week 11 Tutorial
Time
3, 4, 5
35%
5%
1, 2, 3, 4, 5, 6
6
Detailed information on assessment tasks
Final Examination
The paper consists of two sections. Section A consists of 30 “Fill in the blank” questions.
Section B consists of 3 structured questions (with a number of parts). You have to answer all
questions. You have 2 hours to complete the exam.
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Secondary Data Research Assignment
THE ASSIGNMENT WILL BE AVAILABLE ON BLACKBOARD AT THE START OF THE
SEMESTER.
Research Project
Each group should comprise of 2-5 members. There must NOT be more than 5 members per
group. This component of the unit is designed to provide you with some experience in
applying the concepts and methods of marketing research to a real marketing research
problem.
Important Notes:
• A two-page project brief (the “Project Approval Form” attached to this unit outline) has
to be submitted to your tutor for approval by Week 3.
• The final copy of the questionnaire has to be submitted to your tutor for approval before
data collection can commence.
• FAILURE TO OBTAIN THESE APPROVALS WILL RESULT IN ZERO MARKS FOR
THE PROJECT.
Project Brief
No marks will be given to the project brief. The main idea of the project brief is to ensure that
you are on the right track. It is also expected that there may be incremental revisions to the
original proposal as the research progresses. The project brief (i.e. “Project Approval Form”)
is attached to this unit outline.
Statistical Tools
The statistical tools must also involve a certain degree of rigour. There should be a good
spread of the use of T tests, Chi Square tests, Cross Tabulations, Correlations and if
necessary, ANOVA, Factor Analysis and/or Simple Regression. The exclusive use of
descriptive statistics is not adequate to obtain a pass grade. Hence, make sure that the
design of the questionnaire allows you to apply these techniques.
Fair assessment through moderation
Moderation describes a quality assurance process to ensure that assessments are
appropriate to the learning outcomes, and that student work is consistently evaluated by
assessors. Minimum standards for the moderation of assessment are described in the
Assessment Manual, available from policies.curtin.edu.au/policies/teachingandlearning.cfm
Late penalties
There will be a late penalty of 10% off per day or part thereof for all assessments.
Pass requirements
Students must pass the final exam with a minimum of 50%, and pass overall with a minimum
of 50% for the unit.
Referencing style
Students should use the Chicago referencing style when preparing assignments. More
information can be found on this style from the Library web site:
library.curtin.edu.au/research_and_information_skills/referencing
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Supplementary information
Enrolment and HECS:
It is your responsibility to ensure that your enrolment is correct - you can check your
enrolment through the eStudent option on OASIS, where you can also print an Enrolment
Advice.
Supplementary/Deferred Exams:
Supplementary and deferred examinations granted by the University will be held periodically.
Notification to students will be made after the relevant Board of Examiners meeting via the
Official Communications Channel (OCC) in OASIS. It is the student’s responsibility to check
their OASIS account for official Curtin correspondence on a weekly basis. If your results show
that you have been awarded a supplementary or deferred exam you should immediately
check your OASIS email for details. Note: The Curtin Business School does not award
supplementary examinations in postgraduate units.
Plagiarism
Plagiarism occurs when work or property of another person is presented as one's own,
without appropriate acknowledgement or referencing. Plagiarism is a serious offence. For
more information refer to academicintegrity.curtin.edu.au
Plagiarism Monitoring
Some (or all) assessments in this unit may be monitored for plagiarism using Turnitin (see
turnitin.com). Students who do not want assignments retained in the Turnitin database must
lodge a special request prior to the submission date. For further advice see
academicintegrity.curtin.edu.au/studentsturnitin.html
Student Rights and Responsibilities
It is the responsibility of every student to be aware of all relevant legislation, policies and
procedures relating to their rights and responsibilities as a student. These include:
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the Student Charter,
the University’s Guiding Ethical Principles,
the University’s policy and statements on plagiarism and academic integrity,
copyright principles and responsibilities,
the University’s policies on appropriate use of software and computer facilities,
students’ responsibility to check enrolment,
deadlines, appeals, and grievance resolution,
student feedback,
other policies and procedures,
electronic communication with students
See students.curtin.edu.au/rights for comprehensive information on all of the above.
Recent unit changes
We welcome feedback as one way to keep improving this unit. Students are encouraged to
give unit feedback through eVALUate, Curtin’s online student feedback system (see
evaluate.curtin.edu.au ). Recent changes to this unit include:
1. Improved online resources
2. Improved assessment structure
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Program calendar
Week
1
2
3
4
5
6
7
8
9
10
11
12
Topic
Introduction and the Research Process
(Project Groupings formed during Tutorials)
Problem definition
(Project Structure Run-down during Tutorials)
Exploratory Research, Qualitative and Secondary Data
(Informal Presentations and Submission of Research
Proposals during Tutorials (No marks))
Survey Research
(Informal Presentations of Secondary and Exploratory
Research Findings during Tutorials (No marks))
Measurement Concepts
Questionnaire Design
(Final Questionnaire to be Pre-tested and Presented to Tutor
for Checking during Tutorials)
(Individual Assignments Due End of this Week)
Sampling Designs
(Final Questionnaire Submitted to Tutor for Formal Approval)
Fieldwork, Coding and Editing
(Data Collection to be Commenced by this Week)
Data Analysis Techniques
The Research Report / Exam Tips
(Formal Presentations during Tutorials (5%))
(Group Project Reports Due End of this Week)
Chapter
1
2
3,4
5
8
9
10
11
12,13,14,15
16
Note: Final Exam during the University’s Exam Period – details TBA.
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Appendix 1
Structure and Content of Group Project Final Report
Reports should include executive summary, a contents page, and a set of recommendations.
An Executive Summary encompasses all the major issues within the report. In business
many readers will not read beyond the Executive Summary, hence this component must be
written carefully to ensure it embodies the intent of the report.
Some useful sites for writing different types of reports are as follows:
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http://startup.curtin.edu.au/study_skills/report.html - Curtin’s Study Skills Report
Writing guide site. This is a comprehensive and user-friendly guide.
http://www.arbld.unimelb.edu.au/students/essay/essaytech.html - The University of
Melbourne Essay and Report Writing Guide
In addition, the final report should include but not be limited to the following:
1. Research Focus: Define the research problem explicitly. Some issues include:
a. What is the background of the problem? (Provide information such as industry
background here).
b. Have there been past research (secondary data) already done that could help
provide some insights into the problem?
c. What is the main purpose served by your current research? Spell out all the
research objectives you want to achieve.
d. What are the major contributions of the research project? To whom will this
research be useful? In what way?
2. Research Methodology: Provide justifications for the chosen design relative to the other
alternatives. Provide a detailed description of how the entire process was carried out.
This includes the techniques used in exploratory research, its findings, and how it helped
you design your research instrument.
3. Research Instrument: Provide a detailed description of the scales used. Are they original
or adapted from other printed sources? Describe the pretest and how it led to the
questionnaire changes. Attached the final version of the questionnaire as it was
presented to the respondent in the Appendix.
4. Sampling: Include a description of population size, sampling frame, type of sample and
why they are chosen. Include any limitations that have been compromised. The usable
sample should be no less than 200. Therefore, it is advised to plan a larger sample size
for such contingencies. Report how many were collected, how many usable and why
some were discarded.
5. Results and Analysis: Present and describe your results clearly with tables and charts.
Some of the analytical tools you could use are descriptive statistics (eg. frequencies or
means of selected variables), and inferential statistics (eg. Cross Tabulations/Chi Square
tests, T tests, ANOVA, Correlations, Factor Analysis and/or Regression Analysis). These
tests should be followed by a detailed analysis that is guided by your research objectives.
In other words, have your findings answered your research questions? It is also useful to
include a summary table at the end of this section that restates your research objectives,
the tests used to address each objective and a summary of your analysis/findings.
6. Conclusion: Indicate how the results of the research can be used. It should provide
decision-making implications, strategic considerations and other managerial or practical
recommendations. Also discuss the main strengths and weaknesses of the project.
Provide a list of future research objectives for those that were not covered in this project
or issues that were uncovered in the duration of this exercise.
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Appendix 2
Conflict Resolution Processes for Group Projects
In the event of a conflict within groups, students must undertake the following process prior to
presenting their concerns to the Unit Controller:
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Students must address issues early (do not leave the problem until the week before
the project is due)
Call a meeting with all group members to discuss a concern or a breach of agreement
If resolution is not achieved, request mediation by another student within the class
If resolution is not achieved, request mediation by the tutor
If resolution is not achieved, present the concern to the Unit Controller
Students may be requested to individually complete a “Peer Review Evaluation
Form” which is available from FLECS - Blackboard. This may be used as a basis for
a redistribution of marks in favour of the better performing students in the group.
Appendix 3
Guidelines for Student Presentations
Do:
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Keep things simple – pitch it to an appropriate level for your audience.
Include a clear and motivating introduction – outline the structure of your talk.
Ensure your presentation has a logical sequence.
Ensure that your talk and visual resources are well organised. Ensure slides/ppt are
brief and legible (min. font size 18pt). Check equipment.
Include some audience interaction (if possible – increases interest)
Rehearse your talk at least 2 or 3 times. It will go much more smoothly if you do.
Check your timing and be prepared to edit. Get feedback on distracting mannerisms
and attempt to overcome these.
Engage your audience - make eye contact with everyone in the audience.
Speak clearly and not too quickly.
Ensure your conclusion is brief and outlines your main argument/case. Anticipate and
prepare for likely questions.
Relax and practice your breathing (take 3 deep breaths to commence).
Do not:
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Read long parts of your slides - this is boring for the audience.
Panic if you lose your place or go blank. Pause and appeal to the audience while you
regain your composure and then continue.
Look at your slides or notes instead of the audience.
Do not use jargon or acronyms without explanation – this alienates the audience.
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Appendix 4
MARKETING RESEARCH 200
PROJECT APPROVAL FORM
NO
GROUP MEMBERS
STUDENT
NUMBER
1.
2.
3.
4.
5.
TITLE
RESEARCH FOCUS - BRIEF DESCRIPTION OF THE PROJECT
(You will need to show some references to support where you obtained this background
information)
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RESEARCH OBJECTIVES
(Refer to the text/lecture notes on how to write research objectives - an example of a research
objective may be “To determine the relative importance of car attributes people consider
when buying a car”.)
PROPOSED METHODOLOGY
(Keep this very brief – you will build on this as the course progresses)
POTENTIAL MANAGERIAL AND/OR PRACTICAL CONTRIBUTIONS
(i.e. To whom will this research be useful? In what way?)
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Appendix 5
MARKETING RESEARCH 200
PROJECT MARKING GUIDE
Students’ Names:
___________________________________ St. No.: _______________
___________________________________ St. No.: _______________
___________________________________ St. No.: _______________
___________________________________ St. No.: _______________
___________________________________ St. No.: _______________
Content (Please refer to the unit outline for indepth explanations of the requirements of each
Marks
Executive Summary
5
Research Focus
10
Research Methodology
15
Research Instrument
5
Sampling
5
Results and Analysis
30
Conclusion & Recommendations
10
Appropriate Use of References / Reference Technique
5
Score
Consistency between Objectives, Conceptual Diagram,
10
Questionnaire, and Analysis
Clear Report Structure and Clarity of Communication
5
Total
100
Other Comments:
_________________________________________________________
_________________________________________________________
Signature/Date:
_________________________________________________________
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