Units
Marketing and Audience Research
Unit code: AMB201
Contact hours: 3 per week
Credit points: 12
Information about fees and unit costs
This unit provides an introduction to the conduct and evaluation of marketing and audience research across the disciplines of advertising, marketing and public relations. Class members explore how field studies, survey and experimental research are employed to support advertising, marketing and public relations information needs. The unit provides an overview of research process, research design, methods of data collection and analysis, and the development of research proposals to support decision-making. Class members also explore issues related to research on media audiences, research ethics, and the management of client briefings.
Availability
| Semester | Available |
|---|---|
| 2012 Semester 1 | Yes |
| 2012 Semester 2 | Yes |
| 2012 Summer | Yes |
Sample subject outline - Semester 1 2013
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
The systematic and objective identification, collection, analysis, and dissemination of information is essential for any business to make informed decisions about how to address problems and opportunities in their markets. All business leaders must understand the challenges, opportunities and limitations of the marketing research process; questions that marketing research can answer and questions it can't, and be able to draw appropriate conclusions from different types of data that may be collected during marketing research.
This subject builds on basic marketing knowledge and students are involved in, and guided through, a practical, applied marketing research exercise based on a research brief chose at the start of each semester. This provides the foundations for interpreting case studies, theories and research information presented in more advanced subjects.
Aims
This unit develops students ability to design appropriate marketing research projects to better understand their markets and audiences, taking into consideration the capabilities and limitations of various research techniques. All students will be able to critically evaluate marketing research information presented by third party researchers and undertake basic analysis of qualitative and quantitative data.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives
On successful completion of the unit students will be able to:
1. Design research to understand the marketing environment.
2. Undertake data collection from the marketing environment.
3. Perform data analysis using qualitative and quantitative methods
On completing this unit, students will also:
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
Qualitative and quantitative methods - the complete approach to marketing research. Within the qualitative part focus groups, projective methods and other exploratory techniques will be discussed and individual depth interviews will be undertaken. The steps of a qualitative inquiry - from defining the research question to analysing the qualitative data - will be discussed, qualitative data analysis and interpretation will be undertaken.
A range of quantitative approaches will be discussed. Skills will be developed in designing and undertaking survey research, collecting and interpreting quantitative data.
Approaches to Teaching and Learning
Research theories and approaches will be taught in class, by lectures and students' understanding further developed in tutorials. Learning is by means of an extended, applied marketing research project in which students will, with consideration of ethical research practices, individually undertake primary qualitative data collection and will design and undertake quantitative data collection. These collected data will be pooled and each student will analyse the data sets using appropriate techniques; including proprietary statistical software. The data will be discussed in tutorials and the implications for managers identified The analysis results will be interpreted and findings presented in a magerially relevant report.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
Assessment name:
Report
Description:
Exploratory Marketing Research exercise. This management research report is based on the collection and analysis of depth interview data.
Length/Duration: 1,750 words (excluding appendices)
Formative or Summative: Formative and Summative
Relates to objectives:
Unit objectives:1, 2, 3 and AOL goals: KS (1.1), CTA (2.1), PC (3.1), SEU (5.1)
Weight:
35%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 6
Assessment name:
Examination (Theory)
Description:
Multiple choice questions.
Length/Duration: 90 minutes
Formative or Summative: Summative
Relates to objectives:
Unit objectives: 1 and AOL goals: CTA (2.1)
Weight:
30%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 7
Assessment name:
Report
Description:
Descriptive Marketing Research report. This management research report is based on the collection and analysis of quantitative data
Length/Duration: 1,750 words (excluding appendices)
Formative or Summative: Summative
Relates to objectives:
Unit objectives: 1, 2, 3 and AOL goals: KS (1.1), CTA (2.1), PC (3.1), SEU (5.1)
Weight:
35%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 13
Academic Honesty
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Resource materials
Prescribed Text
Marketing Research: Asia Pacific Edition, 2nd Edition, (2011) William G. Zikmund, Steve Ward (now D'Alessandro), Hume Winzar, Ben Lowe, Barry J. Babin ISBN-10:0170183343 | ISBN-13:9780170183345
Required Software
Access to SPSS software and PC
General References
Lee N. & Lings I. (2008) Doing Business Research, Sage, London.
Daymon, C. & Holloway, I. (2002). Qualitative Research Methods in Public Relations and Marketing Communications, Sage.
George D. & Mallery P. (1999). SPSS for Windows: Step by Step. Allyn and Bacon.
Useful Online Sources
Mintel, Lexis-Nexis Executive, ABI-Inform Full Text (Proquest), Global Market Information Database (GMID) - See the Library for access to these services
< http://www.statsoftinc.com/textbook/stathome.html >
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Last modified: 20-Dec-2012
