BMA331 Marketing Research
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1 BMA331 Marketing Research Semester 1, 2014 THIS UNIT IS BEING OFFERED IN HOBART and LAUNCESTON and by DISTANCE Teaching Team: Mr Hormoz Ahmadi CRICOS Provider Code: 00586B 1
2 Contents Contact Details... 2 Unit Description... 3 Prior Knowledge and/or Skills or Pre-Requisite Unit(s)... 4 Enrolment in the Unit... 4 Intended Learning Outcomes and Generic Graduate Attributes... 5 Learning Expectations and Teaching Strategies/Approach... 7 Learning Resources... 7 Student Feedback via evaluate... 9 Details of Teaching Arrangements... 9 Assessment Submission of Assessment Items Review of Assessment and Results Further Support and Assistance Academic Misconduct and Plagiarism Workshop Program Lectures Schedule Contact Details Unit Coordinator & Lecturer Campus Room Number Phone Fax Consultation Time Mr Hormoz Ahmadi Hobart TBA hormoz.ahmadi@utas.edu.au TBA TBA By appointment 2
3 Unit Description Given the rapid evolution of the business world, considerate, considered and lateral use of research becomes essential to keeping pace. Initial endeavours to analyse markets have their roots in the earliest days of the marketing revolution. However, it is only in recent years that the role of marketing research as it specifically relates to management decision-making has been clearly acknowledged. The importance marketing research plays in any economy cannot be understated, as it directly influences the decision making processes of the firms that form the major source of wealth creation of any nation. Any market oriented firm that wants to offer well-targeted and viable services or products must utilise marketing research as an essential decision-making tool. Marketing research enables firms to determine if they have met consumer needs and demands, or if any changes are necessary in the delivery and features of new and existing products. Via the marketing research process, a firm can better communicate with and collect information from existing and potential customers. As it is the customers who will ultimately decide whether a product will be acceptable or not, this allows firms to rapidly adapt to otherwise unpredictable customer needs. When a firm wishes to identify opportunities, marketing research is vital in assessing potential customers and areas where a new product or service launch is needed. Identifying these opportunities in the market and resolving business problems involves the adoption of different research techniques. Thus, marketing research reduces the risks inherent in a product launch, and ensures that the commercialisation of a product or service is focused towards demand. This research also generates various benchmarks from which firms measure the progress of products across different marketing stages. To become an adroit marketer, you will need to learn how to best collect and utilise information about the market. Moreover, as a marketer you must be able to appraise the accuracy or usefulness of the information through careful analysis. This unit, then, will introduce you to the process of designing and implementing effective marketing research and consists of: problem identification; developing research approaches; formulation of the design; field work and data gathering; preparation, analysis and presentation of the marketing research reports. By analysing real world business cases and undertaking thorough research tasks you will gain a keener insight into the workings of marketing research. You will also experience a true teamwork environment where each individual s contribution helps to accomplish the team s project goals. The aptitudes and knowledge attained through undertaking this unit will help you to become a skilled marketer who can evaluate, design and conduct marketing research. The unit content includes the fundamental concepts and stages of marketing research. The following topics will be covered throughout this unit: Introducing marketing research and the marketing research process Defining the marketing research problem, marketing research approach and design Secondary data and qualitative research Descriptive design and survey-based methods Measurement and scaling concepts Sampling: theory and design Data gathering and preparation strategy Data analysis: frequency distribution, hypothesis testing, and cross-tabulation Data analysis: hypothesis testing for significant differences, correlation and regression Writing, preparation and presentation of a marketing research proposal 3
4 Students should bear in mind that the Marketing Research unit is transitioning from second to third year level, as reflected in the Graduate Attribute Outcomes of the University of Tasmania. Prior Knowledge and/or Skills or Pre-Requisite Unit(s) BEA140 Quantitative Methods, or equivalent. Some prior knowledge of statistical methods and SPSS software is assumed. Enrolment in the Unit Unless there are exceptional circumstances, students should not enrol in this unit after the end of week two of semester, as the Tasmanian School of Business and Economics (TSBE) cannot guarantee that: any extra assistance will be provided by the teaching team in respect of work covered in the period prior to enrolment; and penalties will not be applied for late submission of any piece or pieces of assessment that were due during this period. 4
5 Intended Learning Outcomes and Generic Graduate Attributes In this unit you will learn: Intended Learning Outcomes In assessing this unit I will be looking at your ability to: Assessment Methods Graduate Attribute Outcomes The basic and coherent knowledge of marketing research concepts, principals and processes and the ability to apply them to business decision-making situations. To comprehend and deploy research methodologies in the Marketing Research Field. 1) Understand the role of marketing research in the marketing organisation of any entity. 2) Demonstrate an integrative knowledge of both the context and environment in which marketing research occur. 3) Explain the concepts, principals and the processes of marketing research. 4) Identify and analyse marketing research issues in a real business case study. 5) Apply marketing research principals to case study issues and suggest recommendations. 6) Locate and analyse a management problem and translate that problem into a practicable marketing research question. 7) Demonstrate ethical behaviour in research practice and ethical considerations in project design. 8) Understand advantages and constraints of research methods and techniques. 9) Correctly identify and utilise suitable research techniques. Online Test, Case Study, Proposal, Examination Online Test, Proposal Online Test, Proposal, Examination Case Study, Examination Case Study, Examination Case Study, Proposal, Examination Proposal Online Test, Proposal Proposal, Examination By undertaking this unit, students will progress in the development of the following attributes: Knowledge How to transfer knowledge to complicated and indeterminate business situations. How to recognise the application and merits of different business research methods. How to develop an effective business research programme. Communication To communicate the logic behind implementing a research project. To communicate the final recommendations and discussions from a research programme. Clear and concise written and oral communication matching real world business situations. To develop more effective business communication skills through class participation and through the completion of group work in the workshops and group project. 5
6 Develop a viewpoint and communicate it successfully in a coherent, well-structured and thoughtful argument. 10) Critically assess research design and methods. Case Study, Proposal, Examination 11) Demonstrate basic data analysis skills. Examination 12) Search and separate applicable information and evidence. 13) Effectively utilise research as a tool to support an argument. 14) Develop a professional perspective and extricate personal assumption and views. Proposal, Examination Proposal, Examination Proposal, Examination Problem-solving Skills The aptitude to apply logical, critical and creative thinking to multifaceted business issues and problems. The ability to identify, analyse, appraise and effectively utilise information in real world business situations. The ability to apply critical thinking and judgement to plan an approach in solving a management problem in an organisational context. 6
7 Learning Expectations and Teaching Strategies/Approach The major emphasis in this unit is on marketing research as an aid to management decision making. Through completion of this unit, students are expected to: Understand how marketing research contributes to the marketing activities of a firm. Demonstrate skills in analysing problems and in translating a management problem into a practicable research question. Recognise suitable research methods given a particular research problem. Display a practical knowledge of concepts of marketing research and its associated methods in collection and analysis of the information. Display an ethical perspective and practice in employing research techniques and interpreting the findings. Effectively assess marketing research designs and make practical recommendations about future marketing research needs. Demonstrate preliminary data analysis skills through using SPSS software to prepare and analyse marketing data. Develop a professional marketing research proposal. To achieve the above learning objectives, the unit will include a 13-week lecture series and a 12 - week workshop program. The assessment of the learning outcomes will be done through: One Multiple Choice Test; One Case study; One Marketing Research Proposal (group work); and one Examination. The University is committed to a high standard of professional conduct in all activities, and holds its commitment and responsibilities to its students as being of paramount importance. Likewise, it holds expectations about the responsibilities students have as they pursue their studies within the special environment the University offers. The University s Code of Conduct for Teaching and Learning states: Students are expected to participate actively and positively in the teaching/learning environment. They must attend classes when and as required, strive to maintain steady progress within the subject or unit framework, comply with workload expectations, and submit required work on time. Occupational Health and Safety (OH&S) The University is committed to providing a safe and secure teaching and learning environment. In addition to specific requirements of this unit you should refer to the University s policy at: Learning Resources Prescribed Text (Essential) Malhotra, N 2014, Basic marketing research: New international edition (4th edn), UK, Pearson. Recommended Texts 7
8 Aaker, DA, Kumar, V, & Day, GS 2008, Marketing research, John Wiley & Sons. Aaker, DA, Kumar, V, Day, GS, & Leone, R 2009, Marketing research (10th edn), New York, John Wiley & Sons. Burns, AC & Bush, RF 2006, Marketing research, Upper Saddle River, Pearson Prentice Hall. Churchill Jr, GA, & Iacobucci, D 2009, Marketing research: methodological foundations, US, Cengage Learning. Churchill, GA 1999, Marketing research: methodological foundations, Chicago, Dryden Press. Hair, JF, Bush, PR & Ortinau, DJ 2002, Marketing research: within a changing information environment (2nd edn), Irwin, McGraw-Hill. Malhotra, NK 2010, Marketing research: an applied orientation, Prentice Hall. Journals and Periodicals For your studies in marketing research it is vital to familiarise yourself with some academic journals in marketing discipline: Journal of Marketing Theory and Practice Journal of Marketing Research Journal of the Market Research Society Journal of Marketing Management International Journal of Marketing Research Journal of Marketing Journal of Consumer Research European Journal of Marketing Useful Websites TSBE: American Marketing Association: Association of Marketing Research Organisations: European Society for Opinion and Marketing Research: Nielsen: Marketing Research Association: Marketing Research Roundtable: World Advertising Research Centre: My Learning Online (MyLO) This unit is fully online for distance students and web dependent for face-to-face students, and access to the online MyLO unit is required. Log into MyLO at: and then select BMA331 Marketing Research from the list of units. For help using MyLO go to 8
9 Technical requirements for MyLO For help and information about setting up your own computer and web browser for MyLO, see: You can access the University network and MyLO via a laptop computer or other mobile device. See: MyLO can be accessed in the Library computers and in computer labs. See: For further technical information and help, contact the UTAS Service Desk on or at MyLO Expectations 1. Students are expected to maintain the highest standards of conduct across all modes of communication, either with staff or with other students. Penalties may be imposed if the Unit Coordinator believes that, in any instance or mode of communication, your language or content is inappropriate or offensive. MyLO is a public forum. Due levels of respect, professionalism and high ethical standards are expected of students at all times. 2. Submission of assessment tasks via MyLO presumes that students have read, understood and abide by the requirements relating to academic conduct, and in particular, those requirements relating to plagiarism. All work submitted electronically is presumed to be signed-off by the student submitting as their own work. Any breach of this requirement will lead to student misconduct processes. 3. MyLO is an Internet service for teaching and learning provided by the University. It is expected that at least once a day students will check MyLO. Student Feedback via evaluate At the conclusion of each unit students are asked to provide online responses regarding their experiences of learning and teaching within that unit. Students are asked to respond honestly to these questions, as all information is received anonymously and confidentially, and is used only to enhance the delivery of future unit offerings at UTAS. Details of Teaching Arrangements Lectures There will be a series of twelve 1.5 hour lectures throughout the semester. Lectures are held weekly and students are strongly encouraged to attend. These lectures present the theory and methods of marketing research, describing its principles and the application of those principles. This lecture series does not cover all there is to learn about marketing research, but is presented as a body of information from which students can begin their own enquiries. Students will need to read and study further those areas covered and presented in the lectures. Likewise, it is not possible to cover all of the material contained in the prescribed text. However, all material in the prescribed text, 9
10 whether covered in the lecture or not, forms the subject matter of discussion in the workshops and may be examinable in the tests and the final examination. It is recommended that students take the time to have a brief overview of the slides and text book before coming to each lecture. For distance and Launceston (face-to-face) students, lecture sessions will be recorded and provided through MyLO. All the guidelines and essential information for distance mode will be provided through MyLO on week one. Workshops Workshop program does not commence until week two of semester. All students are required to enrol in a workshop for this unit. Workshop enrolments will be completed through MyLO during the first week of semester. Students who have not enrolled in a workshop prior to the commencement of the workshop program in week two will be allocated to a workshop time by the Unit Coordinator. Students are encouraged to attend all workshop sessions. There will be a series of thirteen 2 hour workshops held weekly throughout the semester, with students divided into groups of 5 for these workshops. Students will need to be well prepared for effective participation and collaboration in workshop activities, which are highly recommended. These workshops provide students with the chance to practice the theory they learn in lectures through analysing, discussing and practicing real world business cases. Each Workshop contains three parts: Discussing conceptual questions related to the lecture delivered in the week prior to the workshop. Group activities to discuss and resolve applied problems in a marketing research context. Group discussion about a practical issue in managing marketing research across organisations and society. The third part -in some workshop sessions- will be undertaken through a case study analysis to help students to practice some important aspects of the marketing research process. The last two workshop sessions will be in a different format as they require students to use datasets for quantitative data analysis. These workshops will be held in a lab equipped with PCs for students to individually analyse data, generate SPSS reports and interpret their findings with assistance from tutors. During workshops students will have the chance to discuss their marketing research proposal project with tutors. Tutors will guide students through their marketing research project on a step-by-step basis. As such it is vital to attend workshops to keep abreast of how the lecture material can be applied in this project. Online Activities Students are required to complete One (1) on-line test, worth 15 marks. The test will be available from Monday morning until the Friday evening of the week that it is due. Study materials and resources for this unit will be provided through MyLO. Study material will be provided on a weekly basis and in relation to the subject covered each week. 10
11 English Assist Students who have difficulty with English expression have the opportunity to seek support from student advisers as per the advice available from Student Administration. Alternatively, students can access support at the following web-site: Students with a non-english speaking background may be permitted to bring a bilingual dictionary into an exam. This dictionary must not have any notes written in it. In order to use a bilingual dictionary, students must request permission from the Student Centre. Communication, Consultation and Appointments Correspondence: Students are also expected to check their UTAS site on a regular basis (at least three times a week). Students submitting requests or queries to staff via should provide very clearly their: Family name: Preferred name; Student ID; Unit code (i.e. BFA103) and allow teaching staff at least two (2) business days to reply. Staff are not required to respond to s in which students do not directly identify themselves, which are threatening or offensive, and that come from external (non- UTAS) accounts. Students are advised not to have their UTAS forwarded to an external service (such as Gmail or Hotmail). In the past there have been significant issues where this has occurred, resulting in UTAS being blacklisted by these providers for a period of up to one month. MyLO News: Students must ensure they log into MYLO at least three times a week to ensure they receive any announcements about unit arrangements. Consultation and Appointment: Lecturer and tutors will be available for consultation by appointment. Teaching staff will respond to communication within 2 business days. Assessment Assessment Schedule In order to pass this unit you must achieve an overall mark of at least 50 per cent of the total available marks. Details of each assessment item are outlined below. Assessment Items Due Date Value/Weighting Link to Learning Outcomes Online Test Week 4 10 marks 1,2,3,8 (multiple choice) Case study Week 9 15 marks 1,4,5,6,10 Marketing Research Proposal Week marks 1,2,3,6,7,8,9,10,12,13,14 11
12 Examination Examination Period 7 24 June marks 1,3,4,5,6,9,10,11,12,13,14 Assessment Item 1 Online Multiple Choice Test (Individual) Task Description: Students are required to complete one (1) online multiple choice test. This test will be randomly structured for every student. The test must be taken at a time during the designated week (between Monday 12am and Friday 12pm of the relevant week). Students will need to log on to MyLO using their University electronic mail username and password. A time limit of 20 minutes will be applied. This test will cover material in Chapters 1, 2, and 3 of the prescribed text and the material covered in Workshops prior to the test week. Task Length Link to Unit s Learning Outcomes: 15 multiple-choice questions 1,2,3,8 Due Date: Week 4 Value: 10 marks Assessment Item 2 Case Study (Individual Assignment) Task Description: Task Length Assessment Criteria: Link to Unit s Learning Outcomes: Due Date: Value: This assessment will comprise a case study analysis. Students are required to answer questions related to the case. The case and questions will be posted on MyLO on the morning of Saturday 26 April and are due on Tuesday 29 April at 2pm. This assessment will cover material in Chapters 2, 3, 4, 5, 6 and 7 of the prescribed text and workshop materials prior to 26 April. 6 questions with short and long answers Will be available through MyLO, Assessment section 1,4,5,6,10 29 April, 2pm 15 marks Assessment Item 3 Marketing Research Proposal (Group Project) Task Description: You will be required to develop a marketing research proposal for a product or service of your choice. Choose an Australian brand and a specific type of product or service you wish to use for your research project. You may need to do some research to identify the product or service which fits your project. 12
13 The product or service chosen should be one that has not been performing well recently. Where information is difficult or impossible to obtain, logical assumptions are acceptable. You will identify the marketing problem and develop the steps in recommending a marketing decision to marketing management. The proposal must depict the stages in the research process and the logic for using them, and clearly describe what information will be acquired, where it will be obtained and how it will be obtained. It is essential to include academic literature to support and justify your ideas. Unsupported statements will not provide credibility to your discussion. Your Final Research Proposal should include: Introduction/Definition of the marketing research problem A brief overview of the product/brand; background information to the marketing problem; a description of the marketing problem; an explanation/description of the research problem; list specific objectives of the proposed research study; concisely discuss a justification for the proposed marketing research study (about 500 words). Literature Review A review of the methods adopted by academic researchers who have dealt with a similar marketing problem in the past. The group should provide a critical analysis of these methodologies (i.e. what does the group think were the strengths and weaknesses of the previous research methods, and why do they think it?). Listed here are: the different variables that have been identified from the literature as important to solving the marketing problem at hand; a discussion of the apparent relationships among these variables; and any possible hypotheses or suggestions about the marketing problem and its solution. (about 1000 words). Note: Literature Review is not a separate summary of each of the articles that you have collected. Instead it is a synthesis of all the published research work in the area. Proposed Method According to your method review in the previous section, explain and justify the method your group will adopt in collecting and analysing the data necessary to solve the marketing problem. This section includes four main areas: (1) Sample [Who are the target respondents / Who are you surveying? Why are you surveying them?] (2) Measures [What information you are gathering? Why are you gathering it?] (3) Procedure [How are you going to get the information? How are you going to detect and correct problems in the process should they arise?] (4) Analysis [Discussion of how you propose to analyse the data once it is gathered.] 13
14 (About 1500 words) Evaluation 1- Ethical considerations (discuss the ethical issues that should be considered while conducting this research) 2- Potential limitations 3- Timing (suggested timeframe to conduct the project) (About 500 words) Note: Students are expected to complete this task in a group of three people. If a student wishes to attempt this assignment individually, they must seek permission from their Lecturer. Grouping should be finalised by the end of second workshop. Note: After the allocation of groups, students are required to obtain Tutors confirmation on the product/service which they wish to work on. Task Length Assessment Criteria: Link to Unit s Learning Outcomes: Due Date: Value: 3500 words no 10% Leeway Will be available through MyLO, Assessment section 1,2,3,6,7,8,9,10,12,13,14 Monday, 2 June, 2pm 30 marks Assessment Item 4 Examination Task Description: The examination will be in three parts. Part A will require students to analyse a real business case, raise a marketing research issue and complete three critical tasks related to that case. The business case is a story of a product failure which requires students to take the position of a marketer and complete the tasks through providing concise discussion related to each task. Tasks cover issues including: Identifying factors leading to product failure Possible marketing research issues causing the failure As a researcher, what would the student propose to be undertaken at the pre-development stage? Note: The topic for Part A will be provided five weeks prior to the exam session. Note: Completing Part A will require research and preparation before coming to the exam session. In Part B, students will be provided with a scenario accompanied with related quantitative analysis outcomes. They will be asked to interpret and discuss the findings through a concise written argument. 14
15 In Part C, students must answer 3 questions from a choice of 5 essay questions. Note: The best preparation for the exam is consistent work throughout the semester. Note: the parts of the prescribed text which will be covered through essay questions will be announced on Week Three. Duration Assessment Criteria: Link to Unit s Learning Outcomes: Due Date: Value: 3 Hours, preceded by 15 minutes reading time Will be available through MyLO, Assessment section 1,3,4,5,6,9,10,11,12,13,14 Examination Period (TBA) Part A: 15 marks Part B: 10 marks Part C: 20 marks Your final examination for this unit will be held during the scheduled examination period as indicated by Student Administration in correspondence to you. Examinations will normally be scheduled Monday to Saturday inclusive. Examinations may be held during the day or evening and students should consult the university information which will be made available towards the end of semester. You are advised to make any necessary arrangements with employers now for time off during the examination period to sit this examination. Your participation at the scheduled time is not negotiable unless there are exceptional circumstances. Note that you will be expected to sit the examination at your recorded study centre. To find out more go to the Exams Office website: How Your Final Result Is Determined. Your overall grade for the unit will be determined by the sum of the grade achieved for each of the individual assessment items. Submission of Assessment Items Lodging Assessment Items Assignments must be submitted electronically through the relevant assignment drop box in MyLO. All assessment items must be handed in by 2.00pm on the due date. Where appropriate, unit coordinators may also request students submit a paper version of their assignments. 15
16 All assignments must have a TSBE Assignment Cover Sheet, which is available as a blank template from the TSBE website: [ All assignments must include your name, student ID number, tutorial day/time, and your tutor s name. If this information is missing the assignment will not be accepted and, therefore, will not be marked. Please remember that you are responsible for lodging your assessment items on or before the due date. We suggest you keep a copy. Even in perfect systems, items sometimes go astray. Late Assessment and Extension Policy In this Policy 1. (a) day or days includes all calendar days, including weekends and public holidays; (b) late means after the due date and time; and (c) assessment items includes all internal non-examination based forms of assessment 2. This Policy applies to all students enrolled in Faculty of Business Units at whatever Campus or geographical location. 3. Students are expected to submit assessment items on or before the due date and time specified in the relevant Unit Outline. The onus is on the student to prove the date and time of submission. 4. Students who have a medical condition or special circumstances may apply for an extension. Requests for extensions should, where possible, be made in writing to the Unit Coordinator on or before the due date. Students will need to provide independent supporting documentation to substantiate their claims. 5. Late submission of assessment items will incur a penalty of 10% of the total marks possible for that piece of assessment for each day the assessment item is late unless an extension had been granted on or before the relevant due date. 6. Assessment items submitted more than five (5) days late will not be accepted. 7. Academic staff do NOT have the discretion to waive a late penalty, subject to clause 4 above. Academic Referencing and Style Guide In your written work you will need to support your ideas by referring to scholarly literature, works of art and/or inventions. It is important that you understand how to correctly refer to the work of others and maintain academic integrity. Failure to appropriately acknowledge the ideas of others constitutes academic dishonesty (plagiarism), a matter considered by the University of Tasmania as a serious offence. The appropriate referencing style for this unit is: the Harvard style. For information on presentation of assignments, including referencing styles: Review of Assessment and Results Review of Internal Assessment 16
17 It is expected that students will adhere to the following policy for a review of any piece of continuous/internal assessment. The term continuous/internal assessment includes any assessment task undertaken across the teaching phase of any unit (such as an assignment, a tutorial presentation, and online discussion, and the like), as well as any capstone assignment or take-home exam. Within five (5) days of release of the assessment result a student may request a meeting with the assessor for the purpose of an informal review of the result (in accordance with Academic Assessment Rule No. 2 Clause 22 During the meeting, the student should be prepared to discuss specifically the marks for the section(s) of the marking criteria they are disputing and why they consider their mark(s) is/are incorrect. The assessor will provide a response to the request for review within five (5) days of the meeting. If the student is dissatisfied with the response they may request a formal review of assessment by the Head of School, with the request being lodged within five (5) days of the informal review being completed. A Review of Internal Assessment Form must be submitted with the formal review ( ent.pdf). Review of Final Exam/Result In units with an invigilated exam students may request a review of their final exam result. You may request to see your exam script after results have been released by completing the Access to Exam Script Form, which is available from the TSBE Office, or at the following link Your unit coordinator will then contact you by within five (5) working days of receipt of this form to go through your exam script. Should you require a review of your final result a formal request must be made only after completing the review of exam script process list above. To comply with UTAS policy, this request must be made within ten (10) days from the release of the final results (in accordance with Academic Assessment Rule No. 2 Clause 22 You will need to complete an Application for Review of Assessment Form, which can be accessed from Note that if you have passed the unit you will be required to pay $50 for this review. The TSBE reserves the right to refuse a student request to review final examination scripts should this process not be followed. Further Support and Assistance If you are experiencing difficulties with your studies or assessment items, have personal or lifeplanning issues, disability or illness which may affect your study then you are advised to raise these with your lecturer or tutor in the first instance. If you do not feel comfortable contacting one of these people, or you have had discussions with them and are not satisfied, then you are encouraged to contact the Director of Undergraduate Programs: Name: Mr David Kronenberg 17
18 Room: 409, Commerce Building, Sandy Bay Phone: David.Kronenberg@utas.edu.au Students are also encouraged to contact their Undergraduate Student Adviser who will be able to help in identifying the issues that need to be addressed, give general advice, assist by liaising with academic staff, as well as referring students to any relevant University-wide support services. Please refer to the Student Adviser listings at for your advisers contact details. There is also a range of University-wide support services available to students, including Student Centre Administration, Careers and Employment, Disability Services, International and Migrant Support, and Student Learning and Academic Support. Please refer to the Current Students website (available from for further information. If you wish to pursue any matters further then a Student Advocate may be able to assist. Information about the advocates can be accessed from The University also has formal policies, and you can find out details about these policies from the following link Academic Misconduct and Plagiarism Academic misconduct includes cheating, plagiarism, allowing another student to copy work for an assignment or an examination, and any other conduct by which a student: (a) seeks to gain, for themselves or for any other person, any academic advantage or advancement to which they or that other person are not entitled; or (b) improperly disadvantages any other student. Students engaging in any form of academic misconduct may be dealt with under the Ordinance of Student Discipline. This can include imposition of penalties that range from a deduction/cancellation of marks to exclusion from a unit or the University. Details of penalties that can be imposed are available in the Ordinance of Student Discipline Part 3 Academic Misconduct, see Plagiarism is a form of cheating. It is taking and using someone else s thoughts, writings or inventions and representing them as your own, for example: using an author s words without putting them in quotation marks and citing the source; using an author s ideas without proper acknowledgment and citation; or copying another student s work. using ones own work from previously submitted assessment items if repeating a unit. If you have any doubts about how to refer to the work of others in your assignments, please consult your lecturer or tutor for relevant referencing guidelines, and the academic integrity resources on the web at The intentional copying of someone else s work as one s own is a serious offence punishable by penalties that may range from 18
19 a fine or deduction/cancellation of marks and, in the most serious of cases, to exclusion from a unit, a course, or the University. The University and any persons authorised by the University may submit your assessable works to a plagiarism checking service, to obtain a report on possible instances of plagiarism. Assessable works may also be included in a reference database. It is a condition of this arrangement that the original author s permission is required before a work within the database can be viewed. For further information on this statement and general referencing guidelines, see or follow the link under Policy, Procedures and Feedback on the Current Students homepage. Workshop Program Note that the workshop program does not commence until week two of semester. Week Two: Introduction to Marketing Research Conceptual Questions (25 minutes) 1- How do you define marketing research? Name the important aspects of the definition and discuss their significance. 2- Describe the stages/steps of the marketing research process. 3- What decisions do marketing managers make? How does marketing research help them in this regard? Applied Marketing Research Problem (40 minutes) 1- Search the internet to identify three examples of problem-identification research and three examples of problem-solving research. Discuss why these are good examples. 2- Describe one marketing research project that would be useful to each of the following organisations/entities: a. Metro (public transportation) in Hobart b. Your campus bookstore c. Your favourite restaurant in Hobart (a large one) Group Discussion on a Marketing Research Issue (40 minutes) 1- Can ethical standards be enforced in marketing research? If so, how? Share your group s view with the class. 2- What is your suggestion for a functional institutional structure (for a marketing research department) in a large business firm? Week Three: Defining the marketing research problem and choosing the approach Conceptual Questions 19
20 1- What are the reasons that management usually is not clear about the real problem? 2- What are the differences between a management decision problem and a marketing research problem? 3- Discuss the common errors encountered in defining a marketing research problem. Describe the tactics to help reducing these errors. Applied Marketing Research Problem 1- Think and state the most suitable marketing research problem for each of the following managementdecision problems: a. Should an advertising campaign, which has run for four years, be changed? b. What pricing strategy should be adopted for a new product? 2- Think about and state the management-decision problems for which the following marketing research problems might provide useful information: a. Determine the design features for a new product that would result in maximum market share. b. Evaluate the effectiveness of alternative TV commercials. Group Discussion (Real world business case) Please review the HP Case (available in your text book and MyLO). 1- Define the management-decision making problem facing HP. HP seeks to maintain and build on its leadership position in the personal computer market. 2- State a suitable marketing research problem that corresponds to your definition of the managementdecision problem. 3- Describe three research questions, with one or more hypotheses associated with each. Week Four: Research Design Conceptual Questions 1- What are the differences between exploratory and conclusive research? Discuss. 2- What are the differences between cross-sectional and longitudinal designs? Compare and contrast. 3- Discuss the advantages and disadvantages of panels. Applied Marketing Research Problem 1- Sweet Cookies is planning to launch a new line of cookies and wants to assess the size of the market. The cookies have a mixed chocolate-pineapple flavour and will be targeted at the premium end of the market. Discuss the type of the research design that could be used. 20
21 2- Visit the webpage of Nielsen, Kantar, Synovate and Westat Inc. They are professional and reputable marketing research firms. What type of research designs have these firms conducted recently? Discuss the examples in the class. Group Discussion 1- Discuss this statement: The researcher should always attempt to develop an optimal design for every marketing research project. 2- Considering the HP case, describe one way in which HP can make use of descriptive research. Week Five: Secondary and Primary Data Conceptual Questions 1- What are the differences between primary and secondary data? Compare and contrast. 2- What are the advantages and disadvantages of secondary data? 3- Based on which criteria would you evaluate secondary data? 4- As a type of secondary data, what is syndicated secondary data? What are possible sources for syndicated data? Applied Marketing Research Problem 1- You are supposed to enhance Dell s internal household customer data with externally available information. Visit to find out what psychographic and demographic are available that would be useful to Dell for targeting the household computer market. 2- Check and discuss the panel maintained by NPD. Write a four line description and read to the class. Group Discussion Review the HP case and its questionnaire. What information available from syndicated firms would be useful to HP. Bear in mind that HP seeks to increase its penetration of U.S. households. Week Six: Qualitative Research Methods Conceptual Questions 1- Compare and contrast qualitative and quantitative research on the basis of their research objectives, data collection, and data analysis techniques. 2- What is a focus group technique? What is a depth interview? Under what circumstances are these preferable to focus groups? 3- When should projective techniques be used? What are the four types of projective techniques? 21
22 Applied Marketing Research Problem 1- Suppose Baskin-Robbins wishes to know why some people do not eat ice cream regularly. Develop a cartoon test for this purpose. 2- Suppose that you are employed by Coca-Cola to conduct Internet focus groups with heavy users of soft drinks. Discuss in your group and explain to the class how you would identify and recruit potential respondents. Group Discussion Review the HP case and its questionnaire. Can projective techniques be useful to HP as it seeks to increase its penetration of U.S. households? Which project technique(s) would you recommend? Week Seven: Descriptive Research Design Conceptual Questions 1- Name the major modes for acquiring information via a survey. What are the criteria for assessing which survey method is best suited to a particular research project? 2- What are the advantages and disadvantages of observation techniques? How does each type of mechanical observation technique work? 3- What are the requirements for inferring a causal relationship between two variables? What is the difference between internal and external validity? Applied Marketing Research Problem 1- Describe a marketing research problem in which both survey and observation methods could be used for obtaining the information required. 2- Suppose that campus food service would like to determine how many people eat in the cafeteria. List the ways in which this information could be obtained. Which method is the best and why? 3- A major distributor of office equipment is considering a new sales presentation program for its salespeople. The largest sales territory is selected, the selected program is implemented, and the effect on sales is measured. Identify the type of experiment being conducted in such a situation. Group Discussion 1- Discuss this statement in class, With advances in technology, observation methods are likely to become popular. 2- The HP survey was administered by posting it on a Web site and sending an invitation to respondents. Evaluate the advantages and disadvantages of this method for HP. Week Eight: Discussing Marketing Research Proposals 22
23 Up to this stage, students are expected to show some progress in their marketing research proposal projects. Workshop sessions will be held for groups to come up with questions and issues regarding their projects (marketing research proposal). Tutors will provide students with helpful guidelines to help students to structure and complete their proposals. It is recommended that students attend with written materials to have tutors read their work and provide them with feedback. Week Nine: Measurement, Scaling and Questionnaire Design Conceptual Questions 1- What are the primary scales of measurement? Describe the differences between a nominal and ordinal scale. What are the advantages of ratio scale over and interval scale? 2- What is comparative rating scale? Describe the constant sum scale. How is it different from the other comparative rating scales? 3- Describe the Likert scale with examples. 4- Define reliability and validity? How are they assessed? 5- What is the purpose of questionnaires and observation forms in marketing research? How does the mode of administration affect the questionnaire design? Applied Marketing Research Problem 1- Download the scale test document from MyLO. Identify the type of scale being used in each of the provided examples. 2- Develop a Likert, semantic differential, and a Stapel scale for measuring store loyalty. 3- Develop two double-barrelled questions related to flying and passenger s airline preferences. Name three ambiguous words that should not be used in framing your questions. Formulate one question that exceeds respondents ability to answer. Group Discussion 1- Discuss this statement in the class: It really does not matter which scaling technique you use. As long as your measure is reliable, you will get the right result. 2- Review the HP case and its questionnaire. What primary scale measurements have been employed in the HP questionnaire? Illustrate each type. Finally, be critical and evaluate the HP questionnaire using the principals discussed in the lecture about questionnaire design. Week Ten: Sampling: Design and Procedure Conceptual Questions 1- What is a major difference between a sample and the census? Under what conditions would a sample be preferable to a census? Under what conditions would a minus census be preferable to a sample? 23
24 2- Discuss the factors that should be considered in determining whether to use probability or nonprobability sampling. Explain a situation in which a non-probability sampling technique would be preferred over a probability sampling technique. 3- Discuss four important qualitative factors that should be considered in determining the sample size in a research study. Applied Marketing Research Problem 1- Define the appropriate target population and the sampling frame for the following situations: a. A local TV station wants to determine households viewing habits and programming preferences. b. A national chain store wants to determine the shopping behaviour of customers who have its store charge card. 2- A manufacturer would like to survey users to determine the demand potential for a new power press. The new press has a capacity of 500 tons and costs $225,000. It is used in framing products from light and heavyweight steel, and can be used by in the manufacture of automobiles, construction equipment and major appliances. Identify the population and sampling frame that could be used. Which sampling technique would you suggest and why? Group Discussion Review the HP case and its questionnaire. Suppose that HP wishes to conduct a telephone survey to determine how it can attract more families to HP PCs and notebooks. Describe the sampling process in brief. Week Eleven: Fieldwork and Data Preparation Conceptual Questions 1- Describe the fieldwork/data collection process. What aspects are involved in the supervision of the field-workers? Which criteria can be used for their evaluation? 2- What are the differences between precoding and postcoding? Describe the guideline for the coding of unstructured questions. 3- What considerations are involved in selecting a data-analysis strategy? 4- Non-response error is one of the most significant problems in survey research. Discuss three ways to reduce refusals in survey research and one way to overcome the problem of not-at-homes. Applied Marketing Research Problem 1- Describe five important issues you would address in the instruction manual to help students (interviewers) conduct in-home personal interviews. 2- Download the coding scheme document from MyLO. Setup a coding scheme for the questions provided in the document. 24
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