Course coordinator
Dr Ann Wallin
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Effective marketing research is necessary for successful management of the creation, implementation and evaluation stages of the marketing process. In this course students will critically evaluate and design marketing research for decision making. Students will apply market research theory and method to design, implement and communicate a market research project.
Careers in market research are a starting point for many marketing professionals, and can be a career in and of themselves. This course provides students with an opportunity to learn practical skills that will create employment opportunities in marketing and in market research in particular. Students who complete MKTG3504 will design their own research project, collect data from a sample of potential real-world consumers, complete rigorous statistical data analysis using SPSS and present the findings using industry standard approaches to market research reporting. Students will use ratings scale survey measurement instruments to generate data from which insights into the drivers of consumers' intentions, attitudes and perceptions. Students will learn advanced approaches to survey design using factor analysis to select questions for inclusion in their data analysis. Students will also learn advanced approaches to the analysis of survey data including segmentation techniques (cluster analysis) and other regression based inferential statistics.
MKTG3504 as an applied course comprises practical computer based laboratory sessions designed to develop practical skills in statistical analysis by working through practical exercises collaboratively with their peers and course staff.
Course requirements
Assumed background
Before attempting this course, you are advised that it is important to complete the appropriate pre-requisite course(s) listed on the front of this course profile.ﾠ No responsibility will be accepted by UQ Business School, the Faculty of Business, Economics and Law or The University of Queensland for poor student performance occurring in courses where the appropriate pre-requisite(s) has/have not been completed, for any reason whatsoever.
Prerequisites
You'll need to complete the following courses before enrolling in this one:
MKTG2501 or ADVT2509
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
MKTG2510 or 2511
Incompatible
You can't enrol in this course if you've already completed the following:
MKTG7510
Restrictions
Quota: Minimum of 35 enrolments
Course contact
Course staff
Lecturer
Dr Ann Wallin
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full name
- Student ID
- Course Code
Aims and outcomes
This course has several aims in terms of learning outcomes upon completion. First, students should be able to explain the various analytic methods used in market research and demonstrate their appropriate application in an applied setting. Second, students should be able to describe the conceptual and statistical issues related to the analysis of their own quantitative data and chosen research methods. Third, students should be able to appreciate and articulate the managerial significance of their findings derived from their own application of various analytic approaches to market research problems. By satisfying these three aims, students can become effective producers and consumers of market research information.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
define marketing research problems (where appropriate, drawing on client briefings),
LO2.
conceptualise and outline research approaches that are appropriate for the research problems at hand,
LO3.
plan and execute a marketing research study or case (including design and data analysis aspects),
LO4.
communicate the results of a marketing research study to an audience of managers (and to a technical audience), and
LO5.
evaluate key ethical issues for marketing and research.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | Data Literacy and Ethics | 25% |
21/03/2025 2:00 pm |
| Examination |
In-Semester Exam
|
25% |
In-semester Saturday 29/03/2025 - 12/04/2025 |
| Project | Research Project Report - Individual Track or Group Track | ||
| Paper/ Report/ Annotation, Presentation, Project | Research Project Report - Individual Case Track | 50% |
Milestone 1 (3%) 24/03/2025 2:00 pm Milestone 2 (4%) 7/04/2025 2:00 pm Milestone 3 (3%) 28/04/2025 2:00 pm Final Report (30%) 30/05/2025 2:00 pm Recorded Presentation (10%) 11/06/2025 2:00 pm |
| Paper/ Report/ Annotation, Presentation, Project |
Research Project Report - Group Track
|
50% |
Milestone 1 (3%) - Due 24 hours Prior to Tutorial Week 5 Mon - Week 5 Fri Milestone 2 (4%) - Due 24 hours Prior to Tutorial Week 7 Mon - Week 7 Fri Milestone 3 (3%) - Due 2PM - 28/04/2025 Final Report (30%) - Due 2PM - 30/05/2025 Recorded Presentation (10%) - Due 2pm 11/06/2025 |
Assessment details
Data Literacy and Ethics
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 25%
- Due date
21/03/2025 2:00 pm
- Learning outcomes
- L02, L04, L05
Task description
The first assessment for the course will be developing your skills in data literacy and data ethics. This assignment has two stages:
- First, you will complete certifications in Data Literacy and Data Ethics to give you a good recap and grounding for the information in the course and to get you thinking about the importance of data in society (10% weighting).
- Second, you will source two (2) recent newspaper articles that highlight any topic raised in the certifications and two (2) social media accounts that use data well/not well. You will analyse the newspaper and social media information to reflect on the importance of data and suggest solutions to a data ethics issue. The data ethics analysis paper will be a maximum of 3 pages + a reference page (15% weighting).
Details of each component to include will be provided on Blackboard. The certification courses must be completed for the analysis paper to be accepted.
AI Statement:
Artificial Intelligence (AI) provides emerging tools that may support students in completing this assessment task. Students may appropriately use AI in completing this assessment task.. Students must clearly reference any use of AI in each instance. A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.
AI Course Context: The data ethics analysis paper is an evidence-based opinion piece. Students need to conduct research and appropriately evidence arguments made. AI would be useful for outlining and editing content. Please note that any references provided that are not authentic will trigger student misconduct. Students will be responsible for all content submitted.
Submission guidelines
Submitted via Blackboard
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
In-Semester Exam
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 25%
- Due date
In-semester Saturday
29/03/2025 - 12/04/2025
- Other conditions
- Time limited.
- Learning outcomes
- L01, L02
Task description
The specific Saturday exam date will be communicated once set and released by central examinations. Please see Blackboard for more details when the date is announced.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 90 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - no written materials permitted |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Central In-Semester Exam
Deferral or extension
You may be able to defer this exam.
Follow UQ process for applying for deferral.
Research Project Report - Individual Track or Group Track
- Mode
- Product/ Artefact/ Multimedia
- Category
- Project
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
For this semester, we are trialling a choice between an individual case project completed individually, or a group research project that will be completed as a team. At the beginning of the semester, you will be asked to decide whether you will choose the individual or group project path. The benefits and commitments of each path are discussed below, with a description of the components of the task. If a choice is not specified, the individual track will be the default track.
Individual Case Track
Research Case Report
If chosen, the major project for the course will involve students working individually with a research case to design research project elements.
Students undertaking this track will gain:
- Experience in designing research project elements and responding to client requirements
- An understanding of themselves as individuals in being able to gather information and test their own assumptions
To undertake this track, students need to commit to:
- Attending tutorials during the semester to review the skills required to respond to the case
- A drive to develop their individual skills and control their time
Group Project Track
Research Project Report
If chosen, the major project for the course will involve students working in teams to design and run a research project.
Students undertaking this track will gain:
- A dynamic experience of designing and conducting a research study
- An understanding of themselves as team members and a chance to develop their team skills
- An understanding of how diverse ideas can be leveraged to bring in experience and new thinking
To undertake this track, students need to commit to:
- Attending tutorials during the semester to work with their team and the tutor
- A drive to develop their team skills and be an active member of a team
Submission guidelines
Deferral or extension
You cannot defer or apply for an extension for this assessment.
See specific track details for late penalties and extension information.
Research Project Report - Individual Case Track
- Mode
- Product/ Artefact/ Multimedia, Written
- Category
- Paper/ Report/ Annotation, Presentation, Project
- Weight
- 50%
- Due date
Milestone 1 (3%) 24/03/2025 2:00 pm
Milestone 2 (4%) 7/04/2025 2:00 pm
Milestone 3 (3%) 28/04/2025 2:00 pm
Final Report (30%) 30/05/2025 2:00 pm
Recorded Presentation (10%) 11/06/2025 2:00 pm
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
Individual Case Track
Research Case Report
If chosen, the major project for the course will involve students working individually with a research case to design research project elements.
Milestones (10%) - Milestones cannot be extended
As a part of the research case, individual students will be required to meet a number of milestones to demonstrate their knowledge and design research case elements during the semester.
- Milestone 1: 2 page document outlining the research background, secondary information (report/blog/business press article etc.) and the findings from the interviews from the case. This will be discussed in the preliminary results sharing tutorial.
- Milestone 2: Submit slides outlining key variables and measurement suggestions.
- Milestone 3: Submit a 2-3 page document outlining data information and analysis plan.
Final Report (30%)
As an individual student, you will analyse data collected. Outputs of the project will be twofold:
Results Slide Deck: Students must report the results of their analysis in the form of an annotated deck of PowerPoint slides. This is a common industry format. Researchers often distribute a slide deck between offices of a firm for others to present. Your slide deck ideally should fulfil criteria of being able to be presented by anyone, even if they were not involved in conducting the research. To this end, it should focus on the analysis methods used and presentation of results.
Recorded Presentation (10%)
As an individual student, you will record a 3 minute recorded presentation outlining the project and discussing the results in terms of strategic directions for the firm. This presentation will be aimed at a senior manager/board audience and will focus mainly on the "So What?" of the project.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
AI Course Context: This assessment involves deep engagement with a specific case that is unique to the course and the semester. As such, AI will not help students to understand, develop, or demonstrate their knowledge in market research in writing this assignment.
Submission guidelines
Deferral or extension
You may be able to apply for an extension.
Extension applies to the Final Report and Recorded Presentation only.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Research Project Report - Group Track
- Team or group-based
- Mode
- Product/ Artefact/ Multimedia, Written
- Category
- Paper/ Report/ Annotation, Presentation, Project
- Weight
- 50%
- Due date
Milestone 1 (3%) - Due 24 hours Prior to Tutorial Week 5 Mon - Week 5 Fri
Milestone 2 (4%) - Due 24 hours Prior to Tutorial Week 7 Mon - Week 7 Fri
Milestone 3 (3%) - Due 2PM - 28/04/2025
Final Report (30%) - Due 2PM - 30/05/2025
Recorded Presentation (10%) - Due 2pm 11/06/2025
- Other conditions
- Peer assessed.
- Learning outcomes
- L01, L02, L03, L04, L05
Task description
Group Project Track
Research Project Report
If chosen, the major project for the course will involve students working in teams to design and run a research project.
Milestones (10%) - Milestones cannot be extended.
As a part of the research project, student teams will be required to meet a number of milestones to contribute to the class project.
- Milestone 1: To meet this milestone student teams will be required to submit a 4-6 slide PowerPoint outlining the research background, secondary information (report/blog/business press article etc.) and the findings from 3 interviews or 1 focus group (notes from these will be submitted along with the presentation). This will be discussed in the preliminary results sharing tutorial.
- Milestone 2: To meet this milestone students will be requested to submit a 4-5 slide PowerPoint outlining key variables and measurement suggestions. This will be utilised in the measurement instrument tutorial. A link to the completed survey in Qualtrics will also need to be provided with the submission.
- Milestone 3: To meet this milestone student teams will be requested to submit their data for the survey (equivalent of 10 completed surveys per student).
Students will be observed during class time and a team log. To complete this track, students need to commit to meeting their team in class and maintaining professional conduct when discussing client requirements and outputs. Working well with members of the team will be part of this mark. A peer assessment process will take place during the milestones and will be integral to the final report grade.
Final Report (30%)
As part of the research project team (4 people), you will analyse data collected. Outputs of the project will be twofold:
Results Slide Deck: Students must report the results of their analysis in the form of an annotated deck of PowerPoint slides. This is a common industry format. Researchers often distribute a slide deck between offices of a firm for others to present. Your slide deck ideally should fulfil criteria of being able to be presented by anyone, even if they were not involved in conducting the research. To this end, it should focus on the analysis methods used and presentation of results.
Recorded Presentation (10%) - Individual
As an individual student, you will record a 3 minute recorded presentation outlining the project and discussing the results in terms of strategic directions for the firm. This presentation will be aimed at a senior manager/board audience and will focus mainly on the "So What?" of the project.
AI Statement:
AI notice: This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
AI Course Context: This assessment involves deep engagement with a specific case that is unique to the course and the semester. As such, AI will not help students to understand, develop, or demonstrate their knowledge in market research in writing this assignment.
Submission guidelines
Online submission through the Blackboard assessment link
Deferral or extension
You may be able to apply for an extension.
Extension is for the Final Report and Recorded Presentation only.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
L1: Course Overview Learning outcomes: L01, L02 |
Week 2 |
Tutorial |
T1: Tutorial introduction & SPSS & Descriptives Learning outcomes: L01, L02 |
Lecture |
L2: The Research Process Learning outcomes: L01, L02 |
|
Week 3 |
Tutorial |
T2: Reliability & Research Milestones Learning outcomes: L01, L02 |
Lecture |
L3: Secondary and Exploratory Data Learning outcomes: L01, L02, L03, L04 |
|
Week 4 |
Tutorial |
T3: Secondary Data and Interview Skills Learning outcomes: L01, L02, L03, L04 |
Lecture |
L4: Survey and Experimental Data Learning outcomes: L01, L02, L03, L04 |
|
Week 5 |
Tutorial |
T4: Preliminary Findings Learning outcomes: L01, L02, L03, L04 |
Lecture |
L5: Measurement Learning outcomes: L01, L02, L03, L04 |
|
Week 6 |
Tutorial |
T5: Research Skills & Qualtrics Learning outcomes: L01, L02, L03, L04 |
Lecture |
L6: Measurement Instrument Design Learning outcomes: L01, L02, L03, L04 |
|
Week 7 |
Tutorial |
T6: Measurement Instrument Learning outcomes: L01, L02, L03, L04 |
Lecture |
L7: Research Ethics & Project Briefing Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 8 |
Tutorial |
T7: Factor Analysis Good Friday Public Holiday - Friday 18 April 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03, L04, L05 |
Lecture |
L8: Analysis - Factor & Cluster Analysis Learning outcomes: L01, L02, L03, L04 |
|
Mid-sem break |
No student involvement (Breaks, information) |
In-semester break |
Week 9 |
Tutorial |
T8: Cluster Analysis Learning outcomes: L01, L02, L03, L04 |
Lecture |
L9: Analysis - Regression Learning outcomes: L01, L02, L03, L04 |
|
Week 10 |
Tutorial |
T9: Regression Labour Day Public Holiday - Monday 5 May 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03, L04 |
Lecture |
L10: Analysis - t-test & ANOVA Labour Day Public Holiday - Monday 5 May 2025 - Check Blackboard for announcements about affected classes. Learning outcomes: L01, L02, L03, L04 |
|
Week 11 |
Tutorial |
T10: t-test and ANOVA Learning outcomes: L01, L02, L03, L04 |
Lecture |
L11: Research Recommendations Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 12 |
Tutorial |
T11: Research Report Workshop Learning outcomes: L01, L02, L03, L04 |
Lecture |
L12: Research Report Workshop Learning outcomes: L01, L02, L03, L04 |
|
Week 13 |
Tutorial |
T12: Research Report Workshop Learning outcomes: L01, L02, L03, L04 |
Lecture |
L13: Course Review and Recorded Presentation Briefing Learning outcomes: L01, L02, L03, L04 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.