AMB306 Designing Consumer Research


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 Outline: Semester 2 2024, Gardens Point, Internal

Unit code:AMB306
Credit points:12
Pre-requisite:AMB200 and AMB201
Coordinator:Dominique Greer | dominique.greer@qut.edu.au
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of the teaching period.

Overview

In our information-driven society, consumers and organisations are increasingly using research to guide their decisions. Consequently, the ability to critically evaluate research evidence and research designs are essential business skills. The unit builds on fundamental theoretical and methodological concepts from earlier marketing units (e.g., AMB200, AMB201) to teach students how to critically evaluate research and develop effective and rigorous research proposals.

Learning Outcomes

On successful completion of this unit you will be able to:

  1. Integrate your knowledge of consumer behaviour theory and research methods to evaluate research design, research evidence and research findings
  2. Formulate and justify suggestions for improvements in research design, analysis, evidence and reporting for published academic and industry research
  3. Research selected business issues including reviewing literature, formulating a hypothesis and preparing and justifying a research proposal
  4. Consider ethical and legal implications for business practice in developing a research proposal

Content

The unit will cover advanced consumer research topics such as:

  • the nature of inquiry in consumer and marketing research
  • the design and ethical conduct of research in industry and academia
  • reliability and validity in experimental consumer research
  • generating hypotheses and conducting experimental consumer studies
  • replication and extension as knowledge development
  • measuring and manipulating variables in factorial design studies
  • simple and complex experiments
  • communicating research findings to business and academic audiences


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 judgment 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, will be used to facilitate in-class activities. Workshops will be supplemented with “hot spots”, where guest speakers will discuss their research to expose you to a variety of real world research approaches and topics.

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: Critique (written)

Students are required to critically analyse and evaluate a piece of industry research and a piece of academic research, drawing comparisons. Based on this analysis and evaluation they are required to formulate suggestions for improvement including consideration of related implications.

Formative or Summative: Formative and Summative

Business Capabilities (AoL goals): KS (1.1), HO (2.1)

This assignment is eligible for the 48-hour late submission period and assignment extensions.

Weight: 50
Length: 2,500 words
Individual/Group: Individual
Due (indicative): Week 7
Related Unit learning outcomes: 1, 2

Assessment: Report

Students are required to analyse a contemporary business issue. They are required to undertake a brief review of relevant literature, formulate a hypothesis and prepare a research proposal appropriate to their selected issue. The research proposal should include consideration of any ethical and legal implications for business practice.

Formative or Summative: Summative

Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1), SE (5.1)

This assignment is eligible for the 48-hour late submission period and assignment extensions.

Weight: 50
Length: 2,500 words
Individual/Group: Individual
Due (indicative): Week 13
Related Unit learning outcomes: 1, 2, 3, 4

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)

Christensen, L. B., Burke Johnson, R. & Turner, L.A. (2015). Research Methods, Design and Analysis, Global Edition (12th Edition). Pearson: London.

Reference book(s)

American Psychological Association (2010). Publication Manual of the American Psychological Association (6th Edition). American Psychological Association: Washington DC.

Booth, W.C., Colomb, G.G., & Williams, J.M. (2008). The Craft of Research. University of Chicago Press: London.

Churchill, G. A., & Iacobucci, D. (2010). Marketing Research: Methodological Foundations. South Western: Mason OH.

Field, A. & Hole, G. (2003). How to Design and Report Experiments. Sage: London.

Hoyer, W.D., MacInnis, D.J., Pieters, R. (2013). Consumer Behavior (6th Edition). South-Western: Mason OH.

Kardes, F.R., Herr, P.M., & Schwarz, N. (2019). Handbook of Research Methods in Consumer Psychology. Routledge: New York.

Mitchell, M.L. & Jolley, J.M. (2013). Research Design Explained (8th Edition). Wadsworth: Belmont.

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: ULO1, ULO3, Critique (written), Report

HO (2.2): Independent Judgement and Decision-Making

Relates to: ULO2, Report

KS (1.1): Discipline Knowledge

Relates to: ULO1, Critique (written), Report

KS (1.2): Technical and Technological Skills

Relates to: Report

PC (3.1): Professional Communication (Written)

Relates to: Report

SE (5.1): Ethical and Legal Understanding

Relates to: ULO4, Report