Course coordinator
Professor Peter Popkowski-Leszczyc
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course is about market and consumer research, knowledge of which fundamentally informs marketing strategy and public policy making. It is an advanced level course that overviews the market research process and provides insight into contemporary market research practices. The format is a lecture/seminar that emphasises instructor guided discussion of relevant market and consumer research practices.
Marketing and consumer research is an area of everﾠincreasing sophistication andﾠdiversity,ﾠand increasing usefulness for managers and public policy makers. This course provides students with an overview of the fundamentals of marketing and consumer research, plus insight into recent developments in this field. An appreciation of marketing and consumer research is a prerequisite for effective marketing management (and policy making).
Students are advised that, before attempting this course, it is important to complete the appropriate prerequisite course(s) listed on the front of this course profile. No responsibility will be accepted by the School of Business, the Faculty of Business, Economics and Law or the University of Queensland for poor student performance occurring in courses where the appropriate prerequisite(s) has/have not been completed, for any reason whatsoever.
It is the student's responsibility to attend classes and consult designated notice boards and websites for correct and up-to-date information regarding the course, including examination times. Relying on fellow students to pass on information may result in incorrect information for which the University will not be held responsible.
Sustainable Development Goals - UQ Business School is a proud supporter and Advanced Signatory of the United Nations Principles for Responsible Management Education (UN PRME). As part of the largest global collaboration between business schools and the UN, the school emphasises its role in empowering students to drive societal transformation through the Sustainable Development Goals. The SDGs highlight that a thriving economy relies on a healthy environment, aiming to balance economic growth, social well-being, and environmental protection for a sustainable future.
Course requirements
Assumed background
- Knowledge of the fundamentals of marketing is assumed.
- Prior completion of the course MKTG7501 Fundamentals of Marketing is strongly recommended.
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
MKTG7501
Incompatible
You can't enrol in this course if you've already completed the following:
MKTG2511 or 3504
Restrictions
Quota: Minimum of 15 enrolments
Course contact
Course staff
Lecturer
Professor Peter Popkowski-Leszczyc
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
An understanding of market research is an integral part of professional marketing. This course is designed to give students the tools to become an intelligent user of market research. It aims to:
- introduce students to the fundamentals of market and consumer research practices
- develop skills in designing market and consumer research studies, and collecting and analysing market and consumer data
- allow students to display their research skills through engagement in an applied market research project (that results in a report for a real or hypothetical company)
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Obtain in-depth knowledge of the principles of market research, including problem formulation, research design, sampling, measurement, data collection and data analysis.
LO2.
Prepare written market research proposals and articulate market research methods concepts in a business setting.
LO3.
Design market research studies for collecting the information required for decision making for a given business.
LO4.
Critically evaluate research designs used in market research studies.
LO5.
Recognise the ethical and social implications of market and consumer research.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | Survey Design | 25% |
28/03/2025 3:00 pm |
| Paper/ Report/ Annotation, Project | Market Research Report | 35% |
23/05/2025 3:00 pm |
| Examination |
Final Examination
|
40% |
End of Semester Exam Period 7/06/2025 - 21/06/2025 |
Assessment details
Survey Design
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 25%
- Due date
28/03/2025 3:00 pm
Task description
The purpose of this written report is to generate consulting advice about how a brand can achieve the management objective of developing or maintaining consumer loyalty with marketing
communications targeted at consumers attitudes, feelings and perceptions about the brand.
Word Count: 2,000
Part 1 is a formative exercise in which you will introduce your context and design a survey that investigates the drivers of loyalty in a specific market.
Part 2 is the final research project. After making any needed changes to your survey, you will now use it to collect data, run statistical analysis and provide strategic business recommendations (e.g., product design, communications strategy to maximise consumer loyalty).
Details to be advised in class. Tables/figures, in text references and the reference list are not included in the word count.
AI Statement:
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of 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. A failure to reference generative AI 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 tools.
Submission guidelines
The assignment must be submitted electronically by clicking the Turn-it-in icon which is/are located in the Assessments link in 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.
Market Research Report
- Mode
- Written
- Category
- Paper/ Report/ Annotation, Project
- Weight
- 35%
- Due date
23/05/2025 3:00 pm
Task description
The purpose of this project is to generate consulting advice about how a brand can achieve the management objective of developing or maintaining consumer loyalty with marketing communications targeted at consumers attitudes, feelings and perceptions about the brand.
Word Count: 3,000
Part 1 is a formative exercise in which you will introduce your context and design a survey that investigates the drivers of loyalty in a specific market.
Part 2 is the final research project. After making any needed changes to your survey, you will now use it to collect data, run statistical analysis and provide strategic business recommendations (e.g., product design, communications strategy to maximise consumer loyalty).
Details of the research report are to be discussed in class. Tables/figures, in text references and the reference list are not included in the word count.
AI statement:
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of 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. A failure to reference generative AI 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 tools.
Submission guidelines
The assignment must be submitted electronically through the submission icon in the Assessment link in 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.
Final Examination
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 40%
- Due date
End of Semester Exam Period
7/06/2025 - 21/06/2025
- Other conditions
- Time limited.
Task description
More details will be provided in class and on the course Blackboard site.
The exam will be a mixture of conceptual (e.g., about measurement theory, appropriate applications of techniques, etc.) and technical questions (e.g., involving the interpretation of statistical information.) short answer questions.
AI Statement:
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.
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, single 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 | 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 |
Introduction and Assignment Briefing |
Week 2 |
Tutorial |
Tutorial 1: Introduction to tutorials, assignments and completion of course survey |
Lecture |
Attitudinal measurement theory |
|
Week 3 |
Tutorial |
Tutorial 2: Introduction to Qualtrics and survey design |
Lecture |
Introduction to Statistical Models |
|
Week 4 |
Tutorial |
Tutorial 3: Introduction to SPSS, basic analysis and descriptive statistics |
Lecture |
Factor analysis |
|
Week 5 |
Tutorial |
Tutorial 4: Factor analysis in SPSS |
Lecture |
Cluster analysis |
|
Week 6 |
Tutorial |
Tutorial 5: Cluster analysis in SPSS |
Lecture |
Regression |
|
Week 7 |
Tutorial |
Tutorial 6: Regression analysis in SPSS |
Lecture |
Analysis of Variance (ANOVA) |
|
Week 8 |
Tutorial |
Tutorial 7: Analysis of Variance (ANOVA) and t-tests in SPSS Good Friday Public Holiday - Friday 18 April 2025 - Check Blackboard for announcements about affected classes. |
Lecture |
Discriminant Analysis |
|
Mid-sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 9 |
Tutorial |
Tutorial 8: Discriminant analysis in SPSS |
Lecture |
Research ethics and Assignment ReBriefing |
|
Week 10 |
Tutorial |
Tutorial 9: Assignment workshop (downloading data from Qualtrics, data cleaning) |
Lecture |
Guest Lecture |
|
Week 11 |
Tutorial |
Tutorial 10: Assignment workshop (running analysis on own data in SPSS) |
Lecture |
Statistically speaking/reporting results |
|
Week 12 |
Tutorial |
Tutorial 11: Assignment workshop (finalising analysis and reporting) |
Lecture |
Advanced topics (TBA) |
|
Week 13 |
Tutorial |
Tutorial 12: Course Review and Exam Preparation Advice |
Lecture |
Course Review and Exam Briefing |
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.