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Unit of study_

MKTG6001: Marketing Research

This unit provides an introduction to marketing research and an overview of the industry. The major components of marketing research projects are discussed and students gain an insight into understanding and structuring research problems. The unit also gives an overview of primary, secondary and internal sources of data as well as advanced methods and techniques of research.


Academic unit Marketing
Unit code MKTG6001
Unit name Marketing Research
Session, year
Semester 1, 2021
Attendance mode Normal day
Location Camperdown/Darlington, Sydney
Credit points 6

Enrolment rules

Available to study abroad and exchange students


Teaching staff and contact details

Coordinator Steven Lu,
Type Description Weight Due Length
Final exam (Record+) Type B final exam Final exam
Written exam
40% Formal exam period 2 hours
Outcomes assessed: LO1 LO2 LO3 LO4
Participation Class participation
10% Ongoing Ongoing
Outcomes assessed: LO1 LO2 LO3 LO4
Assignment group assignment Project stage 1
25% Week 07 2500 words
Outcomes assessed: LO1 LO4 LO3 LO2
Assignment group assignment Project stage 2
25% Week 13 3000 words
Outcomes assessed: LO1 LO4 LO3 LO2
group assignment = group assignment ?
Type B final exam = Type B final exam ?
  • Project stage 1: Students will form groups and complete a written report. A real-world marketing problem will be assigned. You will be expected to discuss your research plan and execute the research you propose.
  • Project stage 2: Students will complete a written data analysis report in the same group as the earlier group assessment component.
  • Class participation: To promote a learning and knowledge sharing atmosphere, students are encouraged to prepare and participate in class. Marks awarded will be based on one’s preparation and contributions during class discussions.
  • Final exam: Final exam will assess the students’ understanding of the subject materials delivered by the text, lectures and tutorials from the second half of the unit.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range


High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 


75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.


65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.


50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 


0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

Special consideration

If you experience short-term circumstances beyond your control, such as illness, injury or misadventure or if you have essential commitments which impact your preparation or performance in an assessment, you may be eligible for special consideration or special arrangements.

Academic integrity

The Current Student website provides information on academic honesty, academic dishonesty, and the resources available to all students.

The University expects students and staff to act ethically and honestly and will treat all allegations of academic dishonesty or plagiarism seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic dishonesty. If such matches indicate evidence of plagiarism or other forms of dishonesty, your teacher is required to report your work for further investigation.

WK Topic Learning activity Learning outcomes
Week 01 Unit introduction Seminar (3 hr)  
Week 02 1. Research process; 2. Secondary research Seminar (3 hr)  
Week 03 1. Qual res: focus groups; 2. Observational res. Seminar (3 hr)  
Week 04 Survey research Seminar (3 hr)  
Week 05 Measurement Seminar (3 hr)  
Week 06 1. Online data collection; 2. Sampling Seminar (3 hr)  
Week 07 Revision Seminar (3 hr)  
Week 08 Experimentation Seminar (3 hr)  
Week 09 Text Analysis Seminar (3 hr)  
Week 10 1. Data coding and preparation; 2. Data analysis: descriptive analysis Seminar (3 hr)  
Week 11 Data analysis: testing for difference (t-tests) Seminar (3 hr)  
Week 12 Data analysis: testing for association (correlation and regression analysis) Seminar (3 hr)  
Week 13 Revision Seminar (3 hr)  

Attendance and class requirements

Lecture recordings: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the business school does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

All readings for this unit can be accessed on the Library eReserve link available on Canvas.

  • McDaniel C and Gates R 'Marketing Research - 11th edition', Sydney, Wiley and Sons (ISBN 978-1-119-392021-9).
  • Coakes S 'SPSS v.20 for Windows: Analysis without Anguish', Sydney, John Wiley & Sons (ISBN 9781118337769)

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University’s graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. Develop the necessary theoretical understanding and practical skills to execute real-world marketing research projects.
  • LO2. Develop the skills required to identify, evaluate, and supply the information necessary on which to base practical business decisions.
  • LO3. Identify and execute the principal steps of the marketing research process.
  • LO4. Understand how marketing research fits into the broader strategic planning process, with reference to existing theories, concepts and models of business management.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
No changes have been made since this unit was last offered.


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