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The current and official versions of the course specifications are available on the web at https://www.usq.edu.au/course/specification/current.
Please consult the web for updates that may occur during the year.

MKT3001 Marketing Research

Semester 1, 2021 Online
Short Description: Marketing Research
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Student contribution band : Band 4
ASCED code : 080599 - Sales and Marketing not elsewh
Grading basis : Graded

Staffing

Examiner: Rumman Hassan

Requisites

Pre-requisite: MKT1001

Other requisites

Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at http://www.usq.edu.au/current-students/support/computing/hardware.

Rationale

Marketing research helps businesses to grow, be competitive and resilient. It’s a science that involves skills and expertise in statistics, technology, metrics, research analysis, and research and development. Today most businesses are focused on understanding their markets, prospects and customers, building growth and remaining competitive in a dynamic environment. As such, managers need quality information for decision-making. Increasingly managers are viewing information not just as an input for making better decisions, but also an important strategic asset and tool. Research plays an important function in providing relevant, timely and usable information to facilitate informed decision making.

Synopsis

An understanding of the research process is important in making business decisions because it enables the decision-maker to be critical of information received. This course takes a practical and applied approach to business research. In this course students will be exposed to different research designs, explore the relationships between research questions and research designs, interpret data and turn raw data into useable, relevant and meaningful management information that can be used to facilitate management decision making.

Objectives

On successful completion of this course students should be able to:

  1. synthesise business and marketing knowledge, research concepts and theories;
  2. obtain, analyse and interpret data relevant to making evidenced based decisions;
  3. exercise judgement to recommend appropriate solutions for marketing and business issues;
  4. evaluate relevant ethical considerations in an impartial way;
  5. communicate clearly and concisely in presenting novel ideas to a range of audiences.

Topics

Description Weighting(%)
1. The value of marketing research to business 5.00
2. Ethics in marketing research 15.00
3. Digital research 20.00
4. Primary research 35.00
5. Analysing, interpreting and presenting the results of data 20.00
6. Drawing conclusions to update management information 5.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (https://omnia.usq.edu.au/textbooks/?year=2021&sem=01&subject1=MKT3001)

Please contact us for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)

Zikmund, W, D’Alessandro, S, Lowe, B, Winzar, H & Babin, BJ 2017, Marketing research, 4th Asia-Pacific edn, Cengage Learning, South Melbourne, Victoria.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Students may source any relevant marketing research e-books, moocs or text books as required.

Student workload expectations

Activity Hours
Assessments 55.00
Directed Study 44.00
Private Study 66.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 100 25 23 Mar 2021
ASSIGNMENT 2 100 35 04 May 2021
OPEN EXAM - TAKE HOME 100 40 End S1 (see note 1)

Notes
  1. This will be a take home exam. Students will be provided further instruction regarding the exam by their examiner via StudyDesk. The examination date will be available via UConnect when the Alternate Assessment Schedule has been released.

Important assessment information

  1. Attendance requirements:
    Online: There are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

    On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    Due to COVID-19 the requirements for S1 2021 are: To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.

    Requirements after S1, 2021:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure http://policy.usq.edu.au/documents.php?id=14749PL (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    Due to COVID-19 the requirements for S1 2021 are: To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

    Requirements after S1, 2021:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    Due to COVID-19 the requirements for S1 2021 are: An Open Examination is one in which candidates may have access to any printed or written material and a calculator during the examination.

    Requirements after S1, 2021:
    This is a restricted examination. The only materials that candidates may use in the examination for this course are:
    1. writing materials. These must be non-electronic and free from material which could give the student an unfair advantage in the examination.
    2. an unmarked non-electronic translation dictionary (but not technical dictionary). A student whose first language is not English may take a translation dictionary into the examination room. A translation dictionary with any handwritten notes will not be permitted. Translation dictionaries will be subject to perusal and may be removed from the candidate's possession until appropriate disciplinary action is completed if found to contain material that could give the candidate an unfair advantage.


  7. Examination period when Deferred/Supplementary examinations will be held:
    Normally Deferred and Supplementary Examinations are held in the next Examination period. In S1 2021 selected courses will pilot an early Deferred and Supplementary Examination period held within 30 business days of results release. The list of courses involved can be found at https://cmsauth.usq.edu.au/current-students/academic/exams/supplementary-and-deferred-assessment.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at http://policy.usq.edu.au.

Assessment notes

  1. Referencing in assignments:
    Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at http://www.usq.edu.au/library/referencing.

Date printed 18 June 2021