AMB201 Marketing and Audience Analytics
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB201 |
|---|---|
| Prerequisite(s): | 48 credit points of completed studies |
| Antirequisite(s): | MGB220 |
| Equivalent(s): | AMX201 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,040 |
| Pre-2021 CSP student contribution | $1,597 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,024 |
| International unit fee | $4,176 |
Unit Outline: Semester 1 2024, Gardens Point, Internal
| Unit code: | AMB201 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed study |
| Equivalent: | AMX201 |
| Anti-requisite: | MGB220 |
| Coordinators: | Thusi Lavan | thusyanthy.lavan@qut.edu.au |
Overview
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 chosen at the start of each semester. This provides the foundations for interpreting case studies, theories and research information presented in more advanced subjects.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate and apply knowledge of market research techniques and tools
- Apply research knowledge and skills to design and conduct qualitative research, using an interview approach, to explore real world marketing issues
- Apply research knowledge and skills to design and conduct quantitative research, using a questionnaire, to explore real world marketing issues
- Code and analyse qualitative and quantitative data and interpret results to develop findings and recommendations in response to marketing issues, mindful of the limitations of research
- Apply knowledge of ethical codes of practice relevant to undertaking marketing research and work effectively within these codesRelates to: UG Business Capabilities: SE (5.1)
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.
On completing this unit, students will also:
- Demonstrate and apply research theory and skills relevant to marketing, advertising and PR
- Identify, research and critically analyse data relevant to a marketing problem
- Demonstrate effective written communication skills
- Demonstrate understanding of ethical codes of practice relevant to the marketing research, and ability to work within these
- Have knowledge and application of market research techniques and practice
- Show competence in the use of relevant marketing tools and technologies
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
Research theories and approaches will be taught 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 managerially relevant report.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment involves i) collecting qualitative data using depth interviewing, ii) creating a report based on an analysis of qualitative data, and, iii) reflecting on the experience of being a participant in qualitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.2), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting qualitative data.
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment involves i) collecting quantitative data via survey, ii) creating a report based on an analysis of quantitative data, and, iii) reflecting on the experience of being a participant in quantitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting quantitative data.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Babin, B.J., D'Alessandro, S., Winzar, H., Lowe, B., & Zikmund, W.G. (2020). Marketing Research (5th Ed.). Melbourne: Cengage.
Reference book(s)
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th Edition). Sage: Great Britain.
Lee, N., & Lings I. (2008). Doing Business Research. London: Sage.
Taylor, S.J., Bogdan, R., & DeVault, M.L. (2016). Introduction to Qualitative Research Methods: A Guidebook and Resource. (4th Ed.). Hoboken NJ: Wiley.
Other
Required Software
Access to SPSS software and PC
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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
KS (1.1): Discipline Knowledge
Relates to: ULO1, Qualitative Project, Quantitative Project
KS (1.2): Technical and Technological Skills
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
PC (3.1): Professional Communication (Written)
Relates to: Qualitative Project, Quantitative Project
SE (5.1): Ethical and Legal Understanding
Relates to: ULO5, Qualitative Project, Quantitative Project
TS (4.1): Self-Reflection and Accountability
Relates to: Qualitative Project, Quantitative Project
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Qualitative Project, Quantitative Project - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Qualitative Project, Quantitative Project - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: Qualitative Project, Quantitative Project - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5, Qualitative Project, Quantitative Project
Unit Outline: Semester 1 2024, Online
| Unit code: | AMB201 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed study |
| Equivalent: | AMX201 |
| Anti-requisite: | MGB220 |
Overview
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 chosen at the start of each semester. This provides the foundations for interpreting case studies, theories and research information presented in more advanced subjects.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate and apply knowledge of market research techniques and tools
- Apply research knowledge and skills to design and conduct qualitative research, using an interview approach, to explore real world marketing issues
- Apply research knowledge and skills to design and conduct quantitative research, using a questionnaire, to explore real world marketing issues
- Code and analyse qualitative and quantitative data and interpret results to develop findings and recommendations in response to marketing issues, mindful of the limitations of research
- Apply knowledge of ethical codes of practice relevant to undertaking marketing research and work effectively within these codesRelates to: UG Business Capabilities: SE (5.1)
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.
On completing this unit, students will also:
- Demonstrate and apply research theory and skills relevant to marketing, advertising and PR
- Identify, research and critically analyse data relevant to a marketing problem
- Demonstrate effective written communication skills
- Demonstrate understanding of ethical codes of practice relevant to the marketing research, and ability to work within these
- Have knowledge and application of market research techniques and practice
- Show competence in the use of relevant marketing tools and technologies
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
Research theories and approaches will be taught 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 managerially relevant report.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment involves i) collecting qualitative data using depth interviewing, ii) creating a report based on an analysis of qualitative data, and, iii) reflecting on the experience of being a participant in qualitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.2), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting qualitative data.
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment involves i) collecting quantitative data via survey, ii) creating a report based on an analysis of quantitative data, and, iii) reflecting on the experience of being a participant in quantitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting quantitative data.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Babin, B.J., D'Alessandro, S., Winzar, H., Lowe, B., & Zikmund, W.G. (2020). Marketing Research (5th Ed.). Melbourne: Cengage.
Reference book(s)
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th Edition). Sage: Great Britain.
Lee, N., & Lings I. (2008). Doing Business Research. London: Sage.
Taylor, S.J., Bogdan, R., & DeVault, M.L. (2016). Introduction to Qualitative Research Methods: A Guidebook and Resource. (4th Ed.). Hoboken NJ: Wiley.
Other
Required Software
Access to SPSS software and PC
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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
KS (1.1): Discipline Knowledge
Relates to: ULO1, Qualitative Project, Quantitative Project
KS (1.2): Technical and Technological Skills
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
PC (3.1): Professional Communication (Written)
Relates to: Qualitative Project, Quantitative Project
SE (5.1): Ethical and Legal Understanding
Relates to: ULO5, Qualitative Project, Quantitative Project
TS (4.1): Self-Reflection and Accountability
Relates to: Qualitative Project, Quantitative Project
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Qualitative Project, Quantitative Project - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Qualitative Project, Quantitative Project - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: Qualitative Project, Quantitative Project - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5, Qualitative Project, Quantitative Project
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMB201 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed study |
| Equivalent: | AMX201 |
| Anti-requisite: | MGB220 |
| Coordinators: | Di Wang | di.wang@qut.edu.au |
Overview
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 chosen at the start of each semester. This provides the foundations for interpreting case studies, theories and research information presented in more advanced subjects.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate and apply knowledge of market research techniques and tools. [KS1.1, 1.2]
- Apply research knowledge and skills to design and conduct qualitative research, using an interview approach, to explore real world marketing issues. [KS 1.2, HO 2.1, 2.2]
- Apply research knowledge and skills to design and conduct quantitative research, using a questionnaire, to explore real world marketing issues. [KS1.2, HO 2.1, 2.2]
- Code and analyse qualitative and quantitative data and interpret results to develop findings and recommendations in response to marketing issues, mindful of the limitations of research. [KS 1.2, HO 2.2, PC 3.1, TS 4.1]
- Apply knowledge of ethical codes of practice relevant to undertaking marketing research and work effectively within these codes. [SE 5.1]Relates to: UG Business Capabilities: SE (5.1)
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.
On completing this unit, students will also:
- Demonstrate and apply research theory and skills relevant to marketing, advertising and PR
- Identify, research and critically analyse data relevant to a marketing problem
- Demonstrate effective written communication skills
- Demonstrate understanding of ethical codes of practice relevant to the marketing research, and ability to work within these
- Have knowledge and application of market research techniques and practice
- Show competence in the use of relevant marketing tools and technologies
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
Research theories and approaches will be taught 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 managerially relevant report.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment involves i) collecting qualitative data using depth interviewing, ii) creating a report based on an analysis of qualitative data, and, iii) reflecting on the experience of being a participant in qualitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting qualitative data.
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment involves i) collecting quantitative data via survey, ii) creating a report based on an analysis of quantitative data, and, iii) reflecting on the experience of being a participant in quantitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting quantitative data.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Babin, B.J., D'Alessandro, S., Winzar, H., Lowe, B., & Zikmund, W.G. (2020). Marketing Research (5th Ed.). Melbourne: Cengage.
Reference book(s)
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th Edition). Sage: Great Britain.
Lee, N., & Lings I. (2008). Doing Business Research. London: Sage.
Taylor, S.J., Bogdan, R., & DeVault, M.L. (2016). Introduction to Qualitative Research Methods: A Guidebook and Resource. (4th Ed.). Hoboken NJ: Wiley.
Other
Required Software
Access to SPSS software and PC
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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
KS (1.1): Discipline Knowledge
Relates to: ULO1, Qualitative Project, Quantitative Project
KS (1.2): Technical and Technological Skills
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
PC (3.1): Professional Communication (Written)
Relates to: Qualitative Project, Quantitative Project
SE (5.1): Ethical and Legal Understanding
Relates to: ULO5, Qualitative Project, Quantitative Project
TS (4.1): Self-Reflection and Accountability
Relates to: Qualitative Project, Quantitative Project
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Qualitative Project, Quantitative Project - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Qualitative Project, Quantitative Project - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: Qualitative Project, Quantitative Project - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5, Qualitative Project, Quantitative Project
Unit Outline: Semester 2 2024, Online
| Unit code: | AMB201 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed study |
| Equivalent: | AMX201 |
| Anti-requisite: | MGB220 |
Overview
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 chosen at the start of each semester. This provides the foundations for interpreting case studies, theories and research information presented in more advanced subjects.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate and apply knowledge of market research techniques and tools. [KS1.1, 1.2]
- Apply research knowledge and skills to design and conduct qualitative research, using an interview approach, to explore real world marketing issues. [KS 1.2, HO 2.1, 2.2]
- Apply research knowledge and skills to design and conduct quantitative research, using a questionnaire, to explore real world marketing issues. [KS1.2, HO 2.1, 2.2]
- Code and analyse qualitative and quantitative data and interpret results to develop findings and recommendations in response to marketing issues, mindful of the limitations of research. [KS 1.2, HO 2.2, PC 3.1, TS 4.1]
- Apply knowledge of ethical codes of practice relevant to undertaking marketing research and work effectively within these codes. [SE 5.1]Relates to: UG Business Capabilities: SE (5.1)
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.
On completing this unit, students will also:
- Demonstrate and apply research theory and skills relevant to marketing, advertising and PR
- Identify, research and critically analyse data relevant to a marketing problem
- Demonstrate effective written communication skills
- Demonstrate understanding of ethical codes of practice relevant to the marketing research, and ability to work within these
- Have knowledge and application of market research techniques and practice
- Show competence in the use of relevant marketing tools and technologies
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
Research theories and approaches will be taught 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 managerially relevant report.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment involves i) collecting qualitative data using depth interviewing, ii) creating a report based on an analysis of qualitative data, and, iii) reflecting on the experience of being a participant in qualitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting qualitative data.
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment involves i) collecting quantitative data via survey, ii) creating a report based on an analysis of quantitative data, and, iii) reflecting on the experience of being a participant in quantitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting quantitative data.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Babin, B.J., D'Alessandro, S., Winzar, H., Lowe, B., & Zikmund, W.G. (2020). Marketing Research (5th Ed.). Melbourne: Cengage.
Reference book(s)
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th Edition). Sage: Great Britain.
Lee, N., & Lings I. (2008). Doing Business Research. London: Sage.
Taylor, S.J., Bogdan, R., & DeVault, M.L. (2016). Introduction to Qualitative Research Methods: A Guidebook and Resource. (4th Ed.). Hoboken NJ: Wiley.
Other
Required Software
Access to SPSS software and PC
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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
KS (1.1): Discipline Knowledge
Relates to: ULO1, Qualitative Project, Quantitative Project
KS (1.2): Technical and Technological Skills
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
PC (3.1): Professional Communication (Written)
Relates to: Qualitative Project, Quantitative Project
SE (5.1): Ethical and Legal Understanding
Relates to: ULO5, Qualitative Project, Quantitative Project
TS (4.1): Self-Reflection and Accountability
Relates to: Qualitative Project, Quantitative Project
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Qualitative Project, Quantitative Project - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Qualitative Project, Quantitative Project - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: Qualitative Project, Quantitative Project - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5, Qualitative Project, Quantitative Project
Unit Outline: Summer 2024, Gardens Point, Internal
| Unit code: | AMB201 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed study |
| Equivalent: | AMX201 |
| Anti-requisite: | MGB220 |
Overview
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 chosen at the start of each semester. This provides the foundations for interpreting case studies, theories and research information presented in more advanced subjects.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate and apply knowledge of market research techniques and tools. [KS1.1, 1.2]
- Apply research knowledge and skills to design and conduct qualitative research, using an interview approach, to explore real world marketing issues. [KS 1.2, HO 2.1, 2.2]
- Apply research knowledge and skills to design and conduct quantitative research, using a questionnaire, to explore real world marketing issues. [KS1.2, HO 2.1, 2.2]
- Code and analyse qualitative and quantitative data and interpret results to develop findings and recommendations in response to marketing issues, mindful of the limitations of research. [KS 1.2, HO 2.2, PC 3.1, TS 4.1]
- Apply knowledge of ethical codes of practice relevant to undertaking marketing research and work effectively within these codes. [SE 5.1]Relates to: UG Business Capabilities: SE (5.1)
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.
On completing this unit, students will also:
- Demonstrate and apply research theory and skills relevant to marketing, advertising and PR
- Identify, research and critically analyse data relevant to a marketing problem
- Demonstrate effective written communication skills
- Demonstrate understanding of ethical codes of practice relevant to the marketing research, and ability to work within these
- Have knowledge and application of market research techniques and practice
- Show competence in the use of relevant marketing tools and technologies
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
Research theories and approaches will be taught 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 managerially relevant report.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment involves i) collecting qualitative data using depth interviewing, ii) creating a report based on an analysis of qualitative data, and, iii) reflecting on the experience of being a participant in qualitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting qualitative data.
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment involves i) collecting quantitative data via survey, ii) creating a report based on an analysis of quantitative data, and, iii) reflecting on the experience of being a participant in quantitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting quantitative data.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Babin, B.J., D'Alessandro, S., Winzar, H., Lowe, B., & Zikmund, W.G. (2020). Marketing Research (5th Ed.). Melbourne: Cengage.
Reference book(s)
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th Edition). Sage: Great Britain.
Lee, N., & Lings I. (2008). Doing Business Research. London: Sage.
Taylor, S.J., Bogdan, R., & DeVault, M.L. (2016). Introduction to Qualitative Research Methods: A Guidebook and Resource. (4th Ed.). Hoboken NJ: Wiley.
Other
Required Software
Access to SPSS software and PC
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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
KS (1.1): Discipline Knowledge
Relates to: ULO1, Qualitative Project, Quantitative Project
KS (1.2): Technical and Technological Skills
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
PC (3.1): Professional Communication (Written)
Relates to: Qualitative Project, Quantitative Project
SE (5.1): Ethical and Legal Understanding
Relates to: ULO5, Qualitative Project, Quantitative Project
TS (4.1): Self-Reflection and Accountability
Relates to: Qualitative Project, Quantitative Project
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Qualitative Project, Quantitative Project - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Qualitative Project, Quantitative Project - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: Qualitative Project, Quantitative Project - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5, Qualitative Project, Quantitative Project
Unit Outline: Summer 2024, Online
| Unit code: | AMB201 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed study |
| Equivalent: | AMX201 |
| Anti-requisite: | MGB220 |
Overview
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 chosen at the start of each semester. This provides the foundations for interpreting case studies, theories and research information presented in more advanced subjects.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate and apply knowledge of market research techniques and tools. [KS1.1, 1.2]
- Apply research knowledge and skills to design and conduct qualitative research, using an interview approach, to explore real world marketing issues. [KS 1.2, HO 2.1, 2.2]
- Apply research knowledge and skills to design and conduct quantitative research, using a questionnaire, to explore real world marketing issues. [KS1.2, HO 2.1, 2.2]
- Code and analyse qualitative and quantitative data and interpret results to develop findings and recommendations in response to marketing issues, mindful of the limitations of research. [KS 1.2, HO 2.2, PC 3.1, TS 4.1]
- Apply knowledge of ethical codes of practice relevant to undertaking marketing research and work effectively within these codes. [SE 5.1]Relates to: UG Business Capabilities: SE (5.1)
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.
On completing this unit, students will also:
- Demonstrate and apply research theory and skills relevant to marketing, advertising and PR
- Identify, research and critically analyse data relevant to a marketing problem
- Demonstrate effective written communication skills
- Demonstrate understanding of ethical codes of practice relevant to the marketing research, and ability to work within these
- Have knowledge and application of market research techniques and practice
- Show competence in the use of relevant marketing tools and technologies
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
Research theories and approaches will be taught 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 managerially relevant report.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment involves i) collecting qualitative data using depth interviewing, ii) creating a report based on an analysis of qualitative data, and, iii) reflecting on the experience of being a participant in qualitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting qualitative data.
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment involves i) collecting quantitative data via survey, ii) creating a report based on an analysis of quantitative data, and, iii) reflecting on the experience of being a participant in quantitative research. The reflection part of this component of assessment allows students the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), TS (4.1), SE (5.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions, however no extension is possible for (i) collecting quantitative data.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Babin, B.J., D'Alessandro, S., Winzar, H., Lowe, B., & Zikmund, W.G. (2020). Marketing Research (5th Ed.). Melbourne: Cengage.
Reference book(s)
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th Edition). Sage: Great Britain.
Lee, N., & Lings I. (2008). Doing Business Research. London: Sage.
Taylor, S.J., Bogdan, R., & DeVault, M.L. (2016). Introduction to Qualitative Research Methods: A Guidebook and Resource. (4th Ed.). Hoboken NJ: Wiley.
Other
Required Software
Access to SPSS software and PC
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.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
KS (1.1): Discipline Knowledge
Relates to: ULO1, Qualitative Project, Quantitative Project
KS (1.2): Technical and Technological Skills
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project
PC (3.1): Professional Communication (Written)
Relates to: Qualitative Project, Quantitative Project
SE (5.1): Ethical and Legal Understanding
Relates to: ULO5, Qualitative Project, Quantitative Project
TS (4.1): Self-Reflection and Accountability
Relates to: Qualitative Project, Quantitative Project
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, Qualitative Project, Quantitative Project - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, Qualitative Project, Quantitative Project - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, ULO3, ULO4, Qualitative Project, Quantitative Project - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Qualitative Project, Quantitative Project - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: Qualitative Project, Quantitative Project - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5, Qualitative Project, Quantitative Project