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 | $2,174 |
| Pre-2021 CSP student contribution | $1,703 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 | $3,456 |
| International unit fee | $5,640 |
Unit Outline: Semester 1 2026, 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 marketing research data, marketing challenges, and marketing theories 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 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 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
In this unit, you will master both qualitative and quantitative research methodologies to develop a comprehensive approach to generating valuable marketing insights. You will learn to design, conduct, and interpret research studies using both exploratory qualitative techniques and structured quantitative approaches, developing practical skills in data collection, analysis, and interpretation that directly inform marketing decision-making.
Through hands-on application, you will gain expertise in the complete research process - from defining research questions to transforming raw data into actionable marketing insights that drive strategic decisions. You will develop proficiency in both interpreting complex data patterns and communicating findings effectively to diverse stakeholders.
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, approaches and tools will be taught by lectures, and you will deepen and apply your understanding in tutorials. In this unit, you will develop an understanding of the ethical marketing research process, including designing, collecting, analysing, and interpreting research. You will be introduced to both qualitative and quantitative data techniques. You will develop essential practical skills in interpreting complex research findings and effectively applying actionable data insights to solve real-world marketing challenges, ultimately preparing you for successful evidence-based decision-making in diverse professional marketing environments.
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
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment includes: i) collecting qualitative data using depth interviewing (Part 2, due Week 4); ii) creating a report based on the analysis of qualitative data (Part 3, due Week 6); and iii) reflecting on the experience of being a participant in qualitative research (Part 1, due Week 6, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting qualitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment includes: i) collecting quantitative data via survey (Part 2, due Week 8); ii) creating a report based on an analysis of quantitative data (Part 3, due Week 11); and iii) reflecting on the experience of being a participant in quantitative research (Part 1, due Week 11, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting quantitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
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.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, 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.
Software
Required Software
Access to SPSS software and PC
Other
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 learning and teaching activities in this unit.
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: ULO4, 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: ULO4, 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
BS08 Bachelor of Business - International
- 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 - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4 - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3 - 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 - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4 - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5
Unit Outline: Semester 1 2026, 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 marketing research data, marketing challenges, and marketing theories 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 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 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
In this unit, you will master both qualitative and quantitative research methodologies to develop a comprehensive approach to generating valuable marketing insights. You will learn to design, conduct, and interpret research studies using both exploratory qualitative techniques and structured quantitative approaches, developing practical skills in data collection, analysis, and interpretation that directly inform marketing decision-making.
Through hands-on application, you will gain expertise in the complete research process - from defining research questions to transforming raw data into actionable marketing insights that drive strategic decisions. You will develop proficiency in both interpreting complex data patterns and communicating findings effectively to diverse stakeholders.
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, approaches and tools will be taught by lectures, and you will deepen and apply your understanding in tutorials. In this unit, you will develop an understanding of the ethical marketing research process, including designing, collecting, analysing, and interpreting research. You will be introduced to both qualitative and quantitative data techniques. You will develop essential practical skills in interpreting complex research findings and effectively applying actionable data insights to solve real-world marketing challenges, ultimately preparing you for successful evidence-based decision-making in diverse professional marketing environments.
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
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment includes: i) collecting qualitative data using depth interviewing (Part 2, due Week 4); ii) creating a report based on the analysis of qualitative data (Part 3, due Week 6); and iii) reflecting on the experience of being a participant in qualitative research (Part 1, due Week 6, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting qualitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment includes: i) collecting quantitative data via survey (Part 2, due Week 8); ii) creating a report based on an analysis of quantitative data (Part 3, due Week 11); and iii) reflecting on the experience of being a participant in quantitative research (Part 1, due Week 11, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting quantitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
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.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, 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.
Software
Required Software
Access to SPSS software and PC
Other
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 learning and teaching activities in this unit.
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: ULO4, 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: ULO4, 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
BS08 Bachelor of Business - International
- 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 - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4 - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3 - 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 - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4 - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5
Unit Outline: Semester 2 2026, 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 marketing research data, marketing challenges, and marketing theories 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 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 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
In this unit, you will master both qualitative and quantitative research methodologies to develop a comprehensive approach to generating valuable marketing insights. You will learn to design, conduct, and interpret research studies using both exploratory qualitative techniques and structured quantitative approaches, developing practical skills in data collection, analysis, and interpretation that directly inform marketing decision-making.
Through hands-on application, you will gain expertise in the complete research process - from defining research questions to transforming raw data into actionable marketing insights that drive strategic decisions. You will develop proficiency in both interpreting complex data patterns and communicating findings effectively to diverse stakeholders.
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, approaches and tools will be taught by lectures, and you will deepen and apply your understanding in tutorials. In this unit, you will develop an understanding of the ethical marketing research process, including designing, collecting, analysing, and interpreting research. You will be introduced to both qualitative and quantitative data techniques. You will develop essential practical skills in interpreting complex research findings and effectively applying actionable data insights to solve real-world marketing challenges, ultimately preparing you for successful evidence-based decision-making in diverse professional marketing environments.
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
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment includes: i) collecting qualitative data using depth interviewing (Part 2, due Week 4); ii) creating a report based on the analysis of qualitative data (Part 3, due Week 6); and iii) reflecting on the experience of being a participant in qualitative research (Part 1, due Week 6, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting qualitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment includes: i) collecting quantitative data via survey (Part 2, due Week 8); ii) creating a report based on an analysis of quantitative data (Part 3, due Week 11); and iii) reflecting on the experience of being a participant in quantitative research (Part 1, due Week 11, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting quantitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
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.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, 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.
Software
Required Software
Access to SPSS software and PC
Other
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 learning and teaching activities in this unit.
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: ULO4, 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: ULO4, 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
BS08 Bachelor of Business - International
- 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 - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4 - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3 - 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 - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4 - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5
Unit Outline: Semester 2 2026, 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 marketing research data, marketing challenges, and marketing theories 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 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 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
In this unit, you will master both qualitative and quantitative research methodologies to develop a comprehensive approach to generating valuable marketing insights. You will learn to design, conduct, and interpret research studies using both exploratory qualitative techniques and structured quantitative approaches, developing practical skills in data collection, analysis, and interpretation that directly inform marketing decision-making.
Through hands-on application, you will gain expertise in the complete research process - from defining research questions to transforming raw data into actionable marketing insights that drive strategic decisions. You will develop proficiency in both interpreting complex data patterns and communicating findings effectively to diverse stakeholders.
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, approaches and tools will be taught by lectures, and you will deepen and apply your understanding in tutorials. In this unit, you will develop an understanding of the ethical marketing research process, including designing, collecting, analysing, and interpreting research. You will be introduced to both qualitative and quantitative data techniques. You will develop essential practical skills in interpreting complex research findings and effectively applying actionable data insights to solve real-world marketing challenges, ultimately preparing you for successful evidence-based decision-making in diverse professional marketing environments.
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
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment includes: i) collecting qualitative data using depth interviewing (Part 2, due Week 4); ii) creating a report based on the analysis of qualitative data (Part 3, due Week 6); and iii) reflecting on the experience of being a participant in qualitative research (Part 1, due Week 6, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting qualitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment includes: i) collecting quantitative data via survey (Part 2, due Week 8); ii) creating a report based on an analysis of quantitative data (Part 3, due Week 11); and iii) reflecting on the experience of being a participant in quantitative research (Part 1, due Week 11, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting quantitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
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.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, 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.
Software
Required Software
Access to SPSS software and PC
Other
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 learning and teaching activities in this unit.
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: ULO4, 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: ULO4, 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
BS08 Bachelor of Business - International
- 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 - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4 - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3 - 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 - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4 - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5
Unit Outline: Summer 2026, 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 marketing research data, marketing challenges, and marketing theories 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 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 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
In this unit, you will master both qualitative and quantitative research methodologies to develop a comprehensive approach to generating valuable marketing insights. You will learn to design, conduct, and interpret research studies using both exploratory qualitative techniques and structured quantitative approaches, developing practical skills in data collection, analysis, and interpretation that directly inform marketing decision-making.
Through hands-on application, you will gain expertise in the complete research process - from defining research questions to transforming raw data into actionable marketing insights that drive strategic decisions. You will develop proficiency in both interpreting complex data patterns and communicating findings effectively to diverse stakeholders.
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, approaches and tools will be taught by lectures, and you will deepen and apply your understanding in tutorials. In this unit, you will develop an understanding of the ethical marketing research process, including designing, collecting, analysing, and interpreting research. You will be introduced to both qualitative and quantitative data techniques. You will develop essential practical skills in interpreting complex research findings and effectively applying actionable data insights to solve real-world marketing challenges, ultimately preparing you for successful evidence-based decision-making in diverse professional marketing environments.
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
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment includes: i) collecting qualitative data using depth interviewing (Part 2, due Week 4); ii) creating a report based on the analysis of qualitative data (Part 3, due Week 6); and iii) reflecting on the experience of being a participant in qualitative research (Part 1, due Week 6, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting qualitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment includes: i) collecting quantitative data via survey (Part 2, due Week 8); ii) creating a report based on an analysis of quantitative data (Part 3, due Week 11); and iii) reflecting on the experience of being a participant in quantitative research (Part 1, due Week 11, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting quantitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
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.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, 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.
Software
Required Software
Access to SPSS software and PC
Other
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 learning and teaching activities in this unit.
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: ULO4, 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: ULO4, 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
BS08 Bachelor of Business - International
- 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 - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4 - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3 - 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 - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4 - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5
Unit Outline: Summer 2026, 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 marketing research data, marketing challenges, and marketing theories 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 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 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
In this unit, you will master both qualitative and quantitative research methodologies to develop a comprehensive approach to generating valuable marketing insights. You will learn to design, conduct, and interpret research studies using both exploratory qualitative techniques and structured quantitative approaches, developing practical skills in data collection, analysis, and interpretation that directly inform marketing decision-making.
Through hands-on application, you will gain expertise in the complete research process - from defining research questions to transforming raw data into actionable marketing insights that drive strategic decisions. You will develop proficiency in both interpreting complex data patterns and communicating findings effectively to diverse stakeholders.
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, approaches and tools will be taught by lectures, and you will deepen and apply your understanding in tutorials. In this unit, you will develop an understanding of the ethical marketing research process, including designing, collecting, analysing, and interpreting research. You will be introduced to both qualitative and quantitative data techniques. You will develop essential practical skills in interpreting complex research findings and effectively applying actionable data insights to solve real-world marketing challenges, ultimately preparing you for successful evidence-based decision-making in diverse professional marketing environments.
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
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Qualitative Project
Qualitative Research Experience. This component of assessment includes: i) collecting qualitative data using depth interviewing (Part 2, due Week 4); ii) creating a report based on the analysis of qualitative data (Part 3, due Week 6); and iii) reflecting on the experience of being a participant in qualitative research (Part 1, due Week 6, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real qualitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting qualitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Assessment: Quantitative Project
Quantitative Research Experience. This component of assessment includes: i) collecting quantitative data via survey (Part 2, due Week 8); ii) creating a report based on an analysis of quantitative data (Part 3, due Week 11); and iii) reflecting on the experience of being a participant in quantitative research (Part 1, due Week 11, to be submitted with the Part 3 report). The reflection part of this component of assessment allows you the opportunity to take part in and reflect upon, real quantitative projects from in the business school.
Parts 1 (reflection) and 3 (report) are eligible for the 48-hour late submission period and assignment extensions. However, Part 2 (collecting quantitative data) is not eligible for either the late submission period or an extension.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment for Parts 1 and 3 but NOT Part 2. See the relevant assessment details in Canvas for specific guidelines.
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)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
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.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, 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.
Software
Required Software
Access to SPSS software and PC
Other
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 learning and teaching activities in this unit.
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: ULO4, 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: ULO4, 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
BS08 Bachelor of Business - International
- 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 - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, ULO2, ULO3, ULO4 - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3 - 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 - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4 - Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
Relates to: ULO4 - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO5