AMB305 Analysis for Consumer Insights
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: | AMB305 |
|---|---|
| Prerequisite(s): | AMB200 and AMB201 |
| 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: | AMB305 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | AMB200 and AMB201 |
| Coordinator: | Brett Martin | brett.martin@qut.edu.au |
Overview
The ability to prepare, analyse and interpret data to make informed business decisions are essential skills in any market driven organisation. The unit builds on the fundamental theoretical, technical and methodological concepts encountered in earlier introductory units like AMB200 and AMB201. This unit will enable students to use industry-relevant software packages and appropriate technical and analytical skills to draw meaningful inferences and to formulate evidence-based decisions and recommendations.
Learning Outcomes
On successful completion of this unit you will be able to:
- Use industry-relevant data analysis packages to prepare marketing and consumer research data
- Select and apply appropriate methods to analyse marketing and consumer research data
- Accurately interpret the output of analysis and formulate evidence-based decisions and recommendations.
- Communicate analyses, findings, and recommendations to academic and industry audiencesRelates to: UG Business Capabilities: PC (3.1)
Content
The unit will cover advanced data analysis topics such as:
- collecting consumer data to test ideas/theories
- choosing data analysis techniques
- using software packages to analyse qualitative and quantitative consumer data
- exploring issues of data trustworthiness, including psychometrics, to make business decisions
- accurately communicating analytic findings in marketing
- conducting ethical research in industry and academia
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
This unit provides a mix of face-to-face, blended, and online learning experiences to enable you to achieve the unit learning outcomes. Face-to-face workshops, supported by curated digital content and online learning modules, will be used to facilitate learning. Workshops will include hands-on sessions to enable students to develop and practice the application of technical and analytical knowledge and skills in the use of data analysis packages.
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 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 Analysis & Coding
Students are required to thematically code a qualitative dataset using appropriate software. This will involve developing a project-specific coding framework to guide data analysis, and explaining how this addresses issues of data trustworthiness. Students will be expected to formulate and effectively communicate evidence-based marketing insights and determinations.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Research Brief
Students will apply an appropriate statistical technique to analyse quantitative experimental data. Results of the analysis will be interpreted and reported in a research brief appropriate for the intended audience.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1, 2.2) and PC (3.1)
This is an assignment for the purposes of an extension.
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
Prescribed text(s)
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th Edition). Sage: Great Britain (bundled with SPSS CD/USB included)
Other
Churchill, G. A., & Iacobucci, D. (2010). Marketing Research: Methodological Foundations. South Western: Mason OH.
Collis, J., & Hussey, R. (2013). Business Research: A Practical Guide for Undergraduate and Postgraduate Students. Palgrave Macmillan: New York.
Field, A. & Hole, G. (2003). How to Design and Report Experiments. Sage: London.
Miles, M.B., Huberman, A.M. & Saldana, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd edition). Sage: Los Angeles.
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: ULO3, Qualitative Analysis & Coding
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3
KS (1.2): Technical and Technological Skills
Relates to: Qualitative Analysis & Coding
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Qualitative Analysis & Coding
Unit Outline: Semester 1 2024, Online
| Unit code: | AMB305 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | AMB200 and AMB201 |
Overview
The ability to prepare, analyse and interpret data to make informed business decisions are essential skills in any market driven organisation. The unit builds on the fundamental theoretical, technical and methodological concepts encountered in earlier introductory units like AMB200 and AMB201. This unit will enable students to use industry-relevant software packages and appropriate technical and analytical skills to draw meaningful inferences and to formulate evidence-based decisions and recommendations.
Learning Outcomes
On successful completion of this unit you will be able to:
- Use industry-relevant data analysis packages to prepare marketing and consumer research data
- Select and apply appropriate methods to analyse marketing and consumer research data
- Accurately interpret the output of analysis and formulate evidence-based decisions and recommendations.
- Communicate analyses, findings, and recommendations to academic and industry audiencesRelates to: UG Business Capabilities: PC (3.1)
Content
The unit will cover advanced data analysis topics such as:
- collecting consumer data to test ideas/theories
- choosing data analysis techniques
- using software packages to analyse qualitative and quantitative consumer data
- exploring issues of data trustworthiness, including psychometrics, to make business decisions
- accurately communicating analytic findings in marketing
- conducting ethical research in industry and academia
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
This unit provides a mix of face-to-face, blended, and online learning experiences to enable you to achieve the unit learning outcomes. Face-to-face workshops, supported by curated digital content and online learning modules, will be used to facilitate learning. Workshops will include hands-on sessions to enable students to develop and practice the application of technical and analytical knowledge and skills in the use of data analysis packages.
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 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 Analysis & Coding
Students are required to thematically code a qualitative dataset using appropriate software. This will involve developing a project-specific coding framework to guide data analysis, and explaining how this addresses issues of data trustworthiness. Students will be expected to formulate and effectively communicate evidence-based marketing insights and determinations.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.1), PC (3.1)
This is an assignment for the purposes of an extension.
Assessment: Research Brief
Students will apply an appropriate statistical technique to analyse quantitative experimental data. Results of the analysis will be interpreted and reported in a research brief appropriate for the intended audience.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1, 2.2) and PC (3.1)
This is an assignment for the purposes of an extension.
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
Prescribed text(s)
Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th Edition). Sage: Great Britain (bundled with SPSS CD/USB included)
Other
Churchill, G. A., & Iacobucci, D. (2010). Marketing Research: Methodological Foundations. South Western: Mason OH.
Collis, J., & Hussey, R. (2013). Business Research: A Practical Guide for Undergraduate and Postgraduate Students. Palgrave Macmillan: New York.
Field, A. & Hole, G. (2003). How to Design and Report Experiments. Sage: London.
Miles, M.B., Huberman, A.M. & Saldana, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd edition). Sage: Los Angeles.
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: ULO3, Qualitative Analysis & Coding
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3
KS (1.2): Technical and Technological Skills
Relates to: Qualitative Analysis & Coding
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Qualitative Analysis & Coding