成人大片

Lecturer: Joanne Harris 
Email: joanne.harris@adelaide.edu.au 

Course Coordinator: Harriet Gray 
Email. harriet.gray@adelaide.edu.au 

1. Discuss the managerial importance of market research and its role in marketing strategy
2. Provide a detailed overview of the stages in the market research process
3. Develop a market research design which incorporates appropriate research approaches; including measurement instruments and sampling frames
4. Use contemporary statistical packages to analyse quantitative data
5. Interpret data analysis in the context of the identified business problem
6. Communicate research results in written and oral presentation formats

Course Outline and Powerpoint slides (available from MyUni course site).

QUALTRICS
The data collection software that we use can be found at www.adelaide.qualtrics.com. DO NOT GO TO QUALTRICS THROUGH GOOGLE as it will cause account problems. You can use your student ID to build a Qualtrics account.You will be given instructions no how to do this in tutorials.

All students will need access to a computer and the data analysis softwares: SPSS and NVivo. Both softwares are available for download or remote usage through the University's website.

Marketing Research
(4th Asia-Pacific Edition) by Zikmund, D’Alessandro, Winzar, Lowe, B., and Babin.
Published by Cengage Learning Australia, Melbourne, 2014.
ISBN: 9780170369824.

An e-book version may also be purchased. Previous editions of this book can also be used.

Data analysis:
The following text is not required but may be useful in completing some of the course activities.
Pallant, J. (2013). SPSS Survival Manual: A Step by Step Guide to Data Analysis Using IBM Spss. McGraw-Hill. BSL: 005.369 S771ZP.

Qualitative research and data analysis:
Berg, B.L. (2001). Qualitative research methods for the social sciences. Boston: Allyn & Bacon BSL: 300.72 B493q.8.
Morgan, D. L. (1998). The focus group guidebook. Focus group kit 1. London: Sage Publications, Inc. BSL: 001.433 M847f.

Both the MyUni course site and the textbook website are valuable resources for this course. MyUni will be the primary form of (non-class) contact. You will find all of the lectures recorded and uploaded to MyUni, as well as a series of self check questions which are extremely valuable for crystallising the concepts covered in lectures and tutorials. There will be online tutorials held for off-shore students only.

This course entails a weekly 2 hour lecture and one 2 hour tutorial per week. The audio of lectures will be uploaded weekly on MyUni.

Tutorial classes will be held weekly commencing in Week 2. These will be held via Zoom. 

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.


The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their
studies. This means that you are expected to commit approximately 9 hours for a three-unit course of private study outside of your regular classes.Students in this course are expected to attend all lectures throughout the semester plus one tutorial class each week.

Week 1: Market Research and the Research Process
Textbook Chapter 1 & 2 No tutorial

Week 2: The Nature of Qualitative Research
Textbook Chapter 3
See MyUni Modules for relevant activities
Due Dates and Key Tasks: Group membership and topic selected is to be confirmed.
Find group members and begin to brain storm a brand, a research problem and what you wish to uncover.


Week 3: Analysing and Visualising Qualitative Data
See MyUni Modules for relevant activities
Due Dates and Key Tasks: Interview guides need to be started.

Week 4: Quantitative Research: Measurement and Questionnaire Design Part 1
Textbook Chapters: 5, 8 & 9
See MyUni Modules for relevant activities
Due Dates and Key Tasks: Interview guides need to be finalised and interviews conducted. Qualitative data to begin analysis and report writing.

Week 5: Quantitative Research: Measurement and Questionnaire Design Part 2
Textbook Chapters: 5, 8 & 9
See MyUni Modules for relevant activities
Due Dates and Key Tasks: Interview guides need to be finalised and interviews conducted. Qualitative data to begin analysis and report writing.
Friday the 31st of March 2023 11:59pm: Qualitative Report is due


Week 6: Sampling and Data Collection
Textbook Chapter 10
See MyUni Modules for relevant activities
Due Dates and Key Tasks: Develop and finalise questionnaires (quantitative surveys).

Week 7: Data Preparation and Introduction to SPSS
Textbook Chapters: 11 & 12
See MyUni Modules for relevant activities
Questionnaire Design (10%) – needs to be submitted via Turnitin by 11:59pm on 11 April 2023 (Tuesday). Begin collecting data after you receive feedback from your tutor. Most groups will need to make changes. All groups must submit this assignment in order to complete their final report.


Week 8: Data Analysis I: Descriptive Statistics
Textbook Chapter 12
See MyUni Modules for relevant activities
Students to begin data collection


Week 9: Data Analysis II: Tests of Differences
Textbook Chapters: 12 & 13
See MyUni Modules for relevant activities
Students’ analysis of their own data
Due Dates and Key Tasks: Students’ to prepare datafile for analysis and commence basic analysis of their own data


Week 10 Data Analysis III: Tests of Associations
Textbook Chapter 14
See MyUni Modules for relevant activities
Due Dates and Key Tasks: Students’ analysis of their own data


Week 11: Interpretation and Report Writing
Textbook Chapter16
See MyUni Modules for relevant activities
Due Dates and Key Tasks: Students’ analysis of their own data
Beginning report writing


Week 12: Course/Exam Review
ALL CHAPTERS MENTIONED IN COURSE
See MyUni Modules for relevant activities
Due Dates and Key Tasks: Note group presentations will occur in this tutorial. Note the Quantitative Group Report will be due during Week 12 (5 June 2023 Monday 11:59pm). Presentations due by the start of your Week 12 tutorial and will be presented in random order during the tutorial.

This course requires you to learn the principles of market research, but you are also required to practically apply those principles. So, there are lectures per week, where we talk about what is in the text, but your major continuous assessment involves conducting a piece of market research. We will allocate the groups in week 2. We don’t want you swapping around. In groups of four or five, you will be required to conduct a piece of market research, involving both qualitative and quantitative methodologies.

TURNITIN FOR ASSIGNMENTS
Assignments are to be submitted via Turnitin using the MyUni site. Due dates for each assessment are specified in the course outline. All submissions need to occur on the specified date by 9:00am. For group assessments, only one person per group is to submit via Turnitin on behalf of the group members.

Tutorial Participation Summative 10% (CLO: 3, 4, 5, 6)
Qualitative Report Summative 20% (CLO: 2, 3, 5, 6)
Survey Design Instrument Summative 10% (CLO: 3)
Quantitative Report Summative 20% (CLO: 1, 2, 4, 5, 6)
Report Presentation Summative 10% (CLO: 4, 5, 6)
Exam Summative 30% HURDLE OF 45% (CLO: 1, 2, 4, 5, 6)
In-depth explanations of assessment can be viewed on MyUni.

To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49%

Supplementary exams will be offered to students who achieve 45-49% in the exam in accordance with University policy.

Students achieving less than 45% for the exam – regardless of overall course mark – will receive a fail. This is when the student has shown nowhere near enough understanding of the course in the exam.

All assignments are to be lodged prior to the due date and time. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day that it is late up to five calendar days.

Extensions to the due date of individual assessment may be granted under special circumstances. An extension request or application for supplementary exam based on illness or compassionate grounds must include the "Supporting Statement / Certification Form" that is page 4 of the Supplementary Assessment application available at: www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf. Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted.

Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted for poor hand-writing and grammatical expression.

Students in this course are not permitted to take a DICTIONARY (English or English-Foreign) into the examination. In this course, the use of calculators in the examination is not permitted. Also, students are not permitted to bring mobile phones into the examination.

Assessment rubrics will be provided in the tutorials and posted on MyUni.

Presentation of Assignments
• Please retain a copy of all assignments submitted.
• All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission – even for electronic submissions. All team members are expected to contribute approximately equally to a group assignment.
• Hardcopy submission of Assignments should be made to your tutor prior to your scheduled presentation (inability to reach your tutor is not an acceptable reason for not submitting).
• Assignments must be submitted via Turnitin at the end of the allotted time in tutorial.

Lecturers can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism. This is a legal document that must be included with every submission.

A copy of the Postgraduate Programs: Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/current/mba/download/2009MBACommSkillsGuide.pdf

This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc.

In preparing any written piece of assessment for your studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism. Further information on plagiarism is provided later in this course outline.The Harvard system is widely used in the Business School. Guidelines for the use of this style of referencing can be found in the Communication Skills Guide. Further
assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.

Late Assignment Submission
Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised at a rate of 5% per day (or part thereof) for a maximum of 5 days. Assignments submitted after 5 days of the due date will not be accepted. Submitting your assignment late (with or without an extension) also means you miss the primary marking cycle; it probably will get returned to you a lot later than your classmates get theirs.

Return of Assignments
Lecturers aim to mark and return assignments to students within two (2) weeks of the due date with written feedback. Students are responsible for collecting their marked assignments from either their tutorials or lectures. If assignments aren’t collected after two (2) weeks, the assignments will be available at the Student Hub for two (2) weeks. The remaining assignments will only be posted out to the students, if the correct mailing addresses are on the assignments. Assignments for this course will be marked either online or using the hardcopy – your tutor will advise you of his/her preferred marking option.