Course coordinator
Dr Risti Permani
Course overview
- Study period
- Semester 2, 2025 (28/07/2025 - 22/11/2025)
- Study level
- Undergraduate
- Location
- External
- Attendance mode
- Online
- Units
- 2
- Administrative campus
- Gatton
- Coordinating unit
- Agriculture and Food Sustainability School
Principles & techniques of marketing research as they apply in an international business context.
This course has been designed to provide you with an introduction to the field of market research. In the agribusiness industry, market research informs the business management insights into their markets and customers.ﾠTo improve your industry readiness, this course, therefore, revisitsﾠmarketing research principles, concepts and techniquesﾠfrom a practical perspective andﾠprovidesﾠyou with an opportunity to apply the marketingﾠknowledge in a real-worldﾠmarket research plan. The group-based assessments also give you an opportunity to develop your communication and team management skills, which are essential for having successful careers in agribusiness.ﾠ
At the School of Agriculture and Food Sustainability, we are committed to creating an inclusive and empowering learning environment for all students. We value and respect the diverse range of experiences our students bring to their education, and we believe that this diversity is crucial for fostering a rich culture of knowledge-sharing and meaningful exploration. We hold students and staff accountable for actively contributing to establishing a respectful and supportive learning environment.
Bullying, harassment, and discrimination in any form are strictly against our principles and againstﾠUQ Policy,ﾠand will not be tolerated. If you have any concerns about your experience in this course, we encourage you to tell a member of the course teaching team. Your well-being and a positive learning atmosphere are of utmost importance to us.
Course requirements
Assumed background
Although it is not a requirement, it is beneficial for students to have taken a marketing-related course previously (e.g., for undergrads MKTG1501 Foundations of Marketing).
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
Bachelor students: MKTG1501.
Postgraduate students: none
Jointly taught details
This course is jointly-taught with:
- Another instance of the same course
There are weekly three-hour scheduled learning activities for this course. External students' attendance and participation in the scheduled learning hours are not required, but you are expected to communicate regularly with the teaching staff, particularly regarding the progress of your assessments.
Course contact
Course staff
Lecturer
Dr Risti Permani
Demonstrator
Mr Mokaddes Ahmed Dipu
Mr Iqbal Sitompul
Timetable
Additional timetable information
The weekly three-hour scheduled learning activities include lectures (and tutorials). Subject to facility availability, we will endeavour to make the classes and tutorials accessible to external students via Zoom. External students' attendance and participation in the scheduled learning hours are not required, but you are expected to communicate regularly with the teaching staff, particularly regarding the progress of your assessments.
Aims and outcomes
The aims of this course are to provide you with the concepts and tools to identify marketing problems facing the agribusiness industry and design a market research plan to collect and analyse data and disseminate findings. The course highlights the ethical aspects, the international dimension, and the complexity of conducting agribusiness market research.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Articulate the value of market research for agribusiness firms
LO2.
Apply marketing concepts and tools in agribusiness market research
LO3.
Choose appropriate techniques to collect and analyse data required for market research
LO4.
Discuss potential ethical issues in market research
LO5.
Develop an appropriate plan to carry out a market research project to address a market research problem or opportunity faced by an agribusiness firm
LO6.
Work in a group and present your market research report to an agribusiness firm
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Quiz |
Online Quiz (Individual)
|
15% |
17/10/2025 5:00 pm
Accessible from Thursday 16/10/2025 5pm AEST to Friday 17/10/2025 5pm AEST. |
| Presentation, Project, Reflection |
Market research plan
|
40% (See task description for % breakdown) |
Market research plan (group) 20/10/2025 5:00 pm Group presentation slides (group) 20/10/2025 5:00 pm Peer assessment (individual) 20/10/2025 5:00 pm |
| Examination |
Final Exam
|
45% |
End of Semester Exam Period 8/11/2025 - 22/11/2025 |
A hurdle is an assessment requirement that must be satisfied in order to receive a specific grade for the course. Check the assessment details for more information about hurdle requirements.
Assessment details
Online Quiz (Individual)
- Online
- Mode
- Written
- Category
- Quiz
- Weight
- 15%
- Due date
17/10/2025 5:00 pm
Accessible from Thursday 16/10/2025 5pm AEST to Friday 17/10/2025 5pm AEST.
- Other conditions
- Time limited.
- Learning outcomes
- L02, L04
Task description
You are tasked to complete an online quiz via the course Blackboard site in week 11. The quiz will be accessible from Thursday 5pm AEST to 5pm on the next day (Friday) of Week 11.
It may include a combination of multiple-choice, true or false, and short-answer questions on topics from Weeks 1 to 10. The quiz will have a time limit of 45mins.
You can only do one attempt to complete the quiz. Commence the Quiz well before the due time, do not leave it until the last minute - if you experience technical problems, there won't be enough time to resolve the issue.
- Check the Learn.UQ software and browser requirements.
Students are responsible for ensuring a stable internet connection while undertaking an online test/quiz. Do not use unstable Wi-Fi for this Quiz.
Troubleshooting – if students experience any technical difficulties during the online test/quiz:
- Do not close the browser window.
- Contact AskUs immediately: support.my.uq.edu.au/app/chat/chat_launch_lib – if the technical issue cannot be resolved, ask for a copy of the chat.
- Document the problem – if you receive an error message or similar, take a copy of the message, note the time/date of the problem, which web browser you used, exactly what you were doing at the time and any other relevant information.
- Email your course coordinator (copy in AGFS Admin – agriculture@enquire.uq.edu.au) with your documented evidence and a copy of the AskUs chat. Any delays in this communication being received may impact the advice that could be provided to you.
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance. A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct. The use of AI or MT must be acknowledged appropriately. Please see assessment guidelines in blackboard course site for specific instructions.
Submission guidelines
A link to the online quiz will only be made available from Thursday, 5pm AEST, to 5 pm on the next day (Friday) of Week 11. You can only do one attempt to complete the quiz. Therefore, you are responsible for ensuring a stable internet connection and completing the quiz once it starts. Please see the instructions regarding troubleshooting.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
Submission of an Extension of Assessment Due Date (EADD) should be completed online through your My Requests tab via my.UQ Dashboard, in accordance with the University's Assessment Procedure (located in the Policies and Procedures section of this course profile) which outlines the requirements for requesting extensions to assessment due dates. Extensions require the correct evidence/documentation to support the requested length of time of the 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.
For example, a report worth a maximum of 40 marks, submitted 28 hours late will attract a penalty of 8 marks, calculated as 2 periods of 24 hours x 10% x 40 marks.
Assessment deadlines are firm and must be met. Late submission without permission or non-submission of assessable work will result in penalties being applied. Late submission of assessment will only be granted for documented medical reasons, accident, bereavement, jury service and other circumstances allowed in the UQ Policies and Procedures Library (PPL).
Market research plan
- Team or group-based
- Mode
- Oral, Written
- Category
- Presentation, Project, Reflection
- Weight
- 40% (See task description for % breakdown)
- Due date
Market research plan (group) 20/10/2025 5:00 pm
Group presentation slides (group) 20/10/2025 5:00 pm
Peer assessment (individual) 20/10/2025 5:00 pm
- Other conditions
- Peer assessment factor.
- Learning outcomes
- L02, L03, L05, L06
Task description
This is a group-based assessment. As part of a group 2-3, you will be asked to prepare: (i) a market research plan (25%); and (ii) a group presentation (10%). You will also be asked to submit a peer assessment (5%) individually. This assessment mimics a real-world professional context where you work as a market research consultant in a team to prepare a market research plan for an agribusiness client. This is just a market research plan. Therefore, you do not need to collect primary data.
Specific requirements
- Only one member of your group needs to make a submission on behalf of the rest of the group members.
- You will have the opportunity to consult your group work with the teaching staff during the tutorials.
- The teaching staff will consider the input from peer members of each group, which means that students may not receive the same mark for the group assessment.
- Market research plan (25%) - Your group's market research plan must include the following three parts and an attachment (data collection instrument).
- Part I of your market research plan should include: (i) The political, economic, social, technological, legal, and environmental (PESTLE) contexts of your planned market research; (ii) Management and market research problems; and (iii) The objectives of the planned market research
- Part II should cover the research design that helps solve the management problem and the market research objectives identified in Part I. You should include: (i) the details of secondary data; (ii) at least two primary data collection methods (including a reference to the attachment (i.e., a data collection instrument); (iii) relevant data analysis techniques; and (iv) ethical considerations.
- Part III should discuss the project management aspect of your planned market research. Specifically, your group must include a project timeline and milestones (e.g., using a Gantt chart).
- Data collection instrument: You must develop and attach a data collection instrument to your market research plan. The instrument can be either a survey questionnaire, a focus group discussion (FGD) guide, or a list of interview questions) to collect the required data to deliver your project. You must ensure that your proposed data analysis technique aligns with the information the data collection instrument would obtain. There is no page or word limit for this data collection instrument. However, you must consider the interview length, which has ethical and budget implications for your proposed project. Survey platforms such as Qualtrics are strongly encouraged if your group develops a survey questionnaire.
- You must cite all ideas in your presentation slides that are not your own. Assessment items should use the APA 7th style. Please see the UQ library site and staff for details and assistance: https://guides.library.uq.edu.au/referencing/apa7
- Group presentation (10%): Each student must present and contribute to each stage of the presentation formation. Regardless of the presentation schedule, you must submit the slides by the due date. External students will present their group presentation live via Zoom.
- Peer assessment (individual) (5%): Complete "the peer evaluation" form (accessible from the Blackboard site; using the BuddyCheck platform). The peer evaluation will influence the final mark awarded to each team member for the group's market research plan. If the peer assessment result indicates that a team member has not done their fair share of the work, their group market research plan’s mark may be adjusted downward based on peer assessment results. To ensure effective group work, you are advised to discuss the group charter with your group members at the start of the semester.
- Artificial Intelligence: This task has been designed to be challenging, authentic and complex. Whilst students may use AI and/or MT technologies, successful completion of the assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance. If you use AI tools, you must acknowledge them. A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct. To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission, independent of AI and MT tools. The use of AI or MT must be referenced appropriately. Please see assessment guidelines in blackboard course site for specific instructions.
Submission guidelines
You must include all group members' names in your submitted file. You must submit your market research plan and presentation slides as one PDF file to the assignment dropbox in blackboard by the due date. A link to the peer assessment (to be submitted individually) will be accessible one week before the due date. Your grade will only be finalised after each group member has submitted their peer assessment. See the instructions on the blackboard for the file naming details. You should also retain an electronic copy of every piece of assessment you submit.
Legal Declaration:
By submitting your work via this website, you formally declare that (1) it is your own original work, and no part of the work has been copied from any other source or person except where due acknowledgement is made; (2) no part of the work has been previously submitted for assessment in this or any other institution; and (3) you have read the Student Integrity and Misconduct Policy / Document / Policy and Procedure Library and understand its implications.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
Submission of an Extension of Assessment Due Date (EADD) should be completed online through your My Requests tab via my.UQ Dashboard, in accordance with the University's Assessment Procedure (located in the Policies and Procedures section of this course profile) which outlines the requirements for requesting extensions to assessment due dates. Extensions require the correct evidence/documentation to support the requested length of time of the extension.
N.B. This is a group assessment except for the peer evaluation which is an individual task and therefore any extensions for it are to be applied for as an individual, not as a group.
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.
For example, a report worth a maximum of 40 marks, submitted 28 hours late will attract a penalty of 8 marks, calculated as 2 periods of 24 hours x 10% x 40 marks.
Assessment deadlines are firm and must be met. Late submission without permission or non-submission of assessable work will result in penalties being applied. Late submission of assessment will only be granted for documented medical reasons, accident, bereavement, jury service and other circumstances allowed in the UQ Policies and Procedures Library (PPL).
Final Exam
- Hurdle
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 45%
- Due date
End of Semester Exam Period
8/11/2025 - 22/11/2025
- Other conditions
- Secure.
- Learning outcomes
- L01, L02, L03, L04
Task description
The final exam will be an in-person, invigilated, closed-book exam with short answers held during the scheduled examination period. One A4 sheet of handwritten or typed notes double-sided is permitted. Please have your UQ student ID card available for your exam.
Students enrolled in External delivery must attend the exam in-person, either on campus OR at an approved off-campus venue as organized with UQ Examinations. Students who live within a 200km radius of the campus will be expected to attend campus for the exam.
Examinations will contact students directly to confirm arrangements. Please ensure to check your UQ student email account regularly throughout semester as One reminder will be sent and students who fail to nominate an exam centre and will be automatically assigned to sit their exam on campus. Late nominations will not be accepted.
Please ensure you update your semester address in Si-net at the start of the semester to accurately reflect where you are residing.
This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) or Machine Translation (MT) tools will not be permitted. Any attempted use of AI or MT may constitute student misconduct under the Student Code of Conduct.
Hurdle requirements
Students mustﾠpass the final exam in order to pass the course.ﾠ To achieve a grade 4 or higher for this course, you must achieve a cumulative mark forﾠall assessment items of 50% or greater and a passing mark in the final examﾠ If a student obtains an overall percentage greater than the cut-offs set to achieve a 4 or higher for the course based on marks from a combination of progressive assessment and the final exam and the student does NOT score a passing mark in the final exam, they are unable to achieve a grade higher than a 3 (failing grade) for the course.Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 120 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed book examination - specified written materials permitted |
| Materials | One A4 sheet of handwritten or typed notes, double sided, is permitted |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Description |
|---|---|
| 1 (Low Fail) |
Absence of evidence of achievement of course learning outcomes. Course grade description: 0 - 34% |
| 2 (Fail) |
Minimal evidence of achievement of course learning outcomes. Course grade description: 35 - 46% |
| 3 (Marginal Fail) |
Demonstrated evidence of developing achievement of course learning outcomes Course grade description: 47% - 49% |
| 4 (Pass) |
Demonstrated evidence of functional achievement of course learning outcomes. Course grade description: 50% - 64% |
| 5 (Credit) |
Demonstrated evidence of proficient achievement of course learning outcomes. Course grade description: 65% - 74% |
| 6 (Distinction) |
Demonstrated evidence of advanced achievement of course learning outcomes. Course grade description: 75% - 84% |
| 7 (High Distinction) |
Demonstrated evidence of exceptional achievement of course learning outcomes. Course grade description: 85% - 100% |
Additional course grading information
Course Grading Rules and Assessment Hurdles:
Students mustﾠpass the final exam in order to pass the course.ﾠ
To achieve a grade 4 or higher for this course, you must achieve a cumulative mark forﾠall assessment itemsﾠofﾠ50% or greater and a passing mark of 50% or greater in the group market research plan.ﾠ
If a student obtains an overall percentage greater than the cut-offs set to achieve a 4 or higher for the course based on marks from a combination of progressive assessment and the final exam and the student does NOT score a passing mark in the group market research plan, they are unable to achieve a grade higher than a 3 (failing grade) for the course.
Supplementary assessment
Supplementary assessment is available for this course.
Should you fail a course with a grade of 3, you may be eligible for supplementary assessment. Refer to my.UQ for information on supplementary assessment and how to apply.
Supplementary assessment provides an additional opportunity to demonstrate you have achieved all the required learning outcomes for a course.
If you apply and are granted supplementary assessment, the type of supplementary assessment set will consider which learning outcome(s) have not been met.
Supplementary assessment can take any form (such as a written report, oral presentation, examination or other appropriate assessment) and may test specific learning outcomes tailored to the individual student, or all learning outcomes.
To receive a passing grade of 3S4, you must obtain a mark of 50% or more on the supplementary assessment.
Additional assessment information
Please note the following when writing your assignments
You must not re-use past work from previous assessments in your assignments.
Academic Integrity and Plagiarism
All reported work must be done by the individual student. Assignments that look and sound alike will be reported as plagiarism – a serious offence at UQ. Please note the university’s policy on academic integrity and plagiarism which can be accessed at Student Integrity and Misconduct Policy / Document / Policy and Procedure Library
Turnitin
Assignments that are required to be submitted through Turnitin, must only be uploaded to the assessment specific Turnitin link on the relevant course Blackboard site. If you submit any version of your assessment item to any alternative Turnitin link, this is considered cheating, and you will be held liable for this action.
Results
Unless specificallyﾠindicated by the lecturer involved,ﾠevery attempt will be made to haveﾠthe results for progressive assessment tasks available within 3 weeks of submission. For items of assessmentﾠsubmitted in the last 2 weeks of the semester, the results will be available before the day of your end of semester examination in the course, unless otherwise indicated by the Course Coordinator. Results and feedback availability for progressive assessment will be announced via the course Blackboard site.ﾠ
Feedback in this course
Feedback is welcome in this course as any information on how students find this learning experience is constructive. Please use the course evaluation process which will occur in the last few weeks of semester.
Re-mark Applications – refer to the University's Re-mark Policy to check your eligibility
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.
Additional learning resources information
MKTG3960 Blackboard Site - Blackboard is the main method of communication.
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 (28 Jul - 03 Aug) |
Lecture |
W1: Introduction to marketing research Malhotra (Chapter 1) Learning outcomes: L01 |
Multiple weeks From Week 2 To Week 11 |
Tutorial |
Tutorial Tutorial questions on Blackboard Learning outcomes: L01, L02, L03, L04, L05, L06 |
Week 2 (04 Aug - 10 Aug) |
Lecture |
W2: Defining the marketing research problem Malhotra (Chapter 2) Learning outcomes: L01, L05 |
Week 3 (11 Aug - 17 Aug) |
Lecture |
W3: Research design Malhotra (Chapter 3) Learning outcomes: L01, L02, L03 |
Week 4 (18 Aug - 24 Aug) |
Lecture |
W4: Qualitative research: Focus groups & interviews Malhotra (Chapter 5) Learning outcomes: L03, L04 |
Week 5 (25 Aug - 31 Aug) |
Lecture |
W5: Survey and sampling Malhotra (Chapters 36&12) Learning outcomes: L03, L04 |
Week 6 (01 Sep - 07 Sep) |
Lecture |
W6: Measurement and scaling Malhotra (Chapters 8 & 9) Learning outcomes: L03, L04 |
Week 7 (08 Sep - 14 Sep) |
Lecture |
W7: Questionnaire Malhotra (Chapter 10) Learning outcomes: L02, L03, L04 |
Week 8 (15 Sep - 21 Sep) |
Lecture |
W8: Industry applications Learning outcomes: L01, L02, L03, L04, L05 |
Week 9 (22 Sep - 28 Sep) |
Lecture |
W9: Descriptive statistics Malhotra (Chapter 15) Learning outcomes: L02, L03 |
Week 10 (06 Oct - 12 Oct) |
Lecture |
W10: ANOVA Malhotra (Chapter 16) Learning outcomes: L02, L03 |
Week 11 (13 Oct - 19 Oct) |
Lecture |
W11: Regression analysis Malhotra (Chapter 17) Learning outcomes: L02, L03 |
Week 12 (20 Oct - 26 Oct) |
Lecture |
W12: Market research presentations Learning outcomes: L05, L06 |
Week 13 (27 Oct - 02 Nov) |
Lecture |
W13: Revision 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 for Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.