Skip to main content
Unit of study_

MKTG6001: Marketing Research

Semester 2, 2022 [Normal day] - Remote

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.

Unit details and rules

Unit code MKTG6001
Academic unit Marketing
Credit points 6
Assumed knowledge


Available to study abroad and exchange students


Teaching staff

Coordinator Kiju Jung,
Tutor(s) Madhumita Nanda,
Vanessa Song,
Type Description Weight Due Length
Assignment Individual assignment
Individual assignment
30% Formal exam period
Due date: 14 Nov 2022 at 23:59

Closing date: 28 Nov 2022
1000 words
Outcomes assessed: LO1 LO2 LO3 LO4
Small continuous assessment Small continuous assessments
Small continuous assessments
20% Ongoing Ongoing
Outcomes assessed: LO1 LO4 LO3 LO2
Assignment group assignment Project stage 1
25% Week 07 2000 words
Outcomes assessed: LO1 LO2 LO3 LO4
Assignment group assignment Project stage 2
25% Week 13 2000 words
Outcomes assessed: LO1 LO2 LO3 LO4
group assignment = group assignment ?

Assessment summary

Project stage 1 report: A real-world marketing problem will be assigned. As a group you will be expected to identify and execute the initial stages of the market research process

  • Define the problem and research objectives
  • Design the research plan including research methods and data collection  

Your group may be asked to submit a series of tasks, to discuss or present your research plan and submit your research proposal. Students need to demonstrate a clear and appropriate linkage between the business problem and recommended methodology.

Project stage 2 report: In the same group you will be expected to identify and execute the final stages of the market research process which may include;

  • Conducting the research
  • Analyse the data
  • Document or present the findings

Students will need to demonstrate the skills to identify, evaluate, and supply the information in a way that helps facilitates practical business decisions.  

Small Continuous Assessment: To promote a learning and knowledge sharing atmosphere, students are required to prepare and participate both on Canvas and in class. Marks awarded are based on students’ preparation and contributions during weekly modules and workshops.

Assignment - individual: Students need to apply the knowledge learned to a given problem, case study and/ or series of questions. This final individual task will assess the students' understanding of the subject materials delivered by canvas, text and workshops over the entire semester (weeks 1-13) and their ability to apply this information.

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

For more information see guide to grades.

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.

Academic integrity

The Current Student website  provides information on academic integrity 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 integrity breaches seriously.  

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

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

WK Topic Learning activity Learning outcomes
Week 01 Course Introduction Seminar (3 hr) LO1 LO2 LO3 LO4
Week 02 Research Process, Secondary Data Seminar (3 hr) LO1 LO2 LO4
Week 03 Qualitative Research, Primary Data Seminar (3 hr) LO1 LO2 LO4
Week 04 Survey Research Seminar (3 hr) LO1 LO2 LO4
Week 05 Measurement Seminar (3 hr) LO1 LO2 LO4
Week 06 Online Data Collection, Sampling Method Seminar (3 hr) LO1 LO2 LO3 LO4
Week 07 Experimentation Seminar (3 hr) LO1 LO2 LO3 LO4
Week 08 Revision Seminar (3 hr) LO1 LO2 LO3 LO4
Week 09 Text Analysis, NLP Seminar (3 hr) LO1 LO2 LO3 LO4
Week 10 Data Analysis Part 1 Seminar (3 hr) LO1 LO2 LO3 LO4
Week 11 Data Analysis Part 2 Seminar (3 hr) LO1 LO2 LO3 LO4
Week 12 Advanced Analytics and Techniques for Marketing Research Seminar (3 hr) LO1 LO2 LO3 LO4
Week 13 Course Summary Seminar (3 hr) LO1 LO2 LO3 LO4

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 Canvas.

Required Textbook

  • McDaniel C and Gates R 'Marketing Research - 12th edition', Sydney, Wiley and Sons (ISBN 978-1-119-71631-0)

Recommended Book

  • 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

This section outlines changes made to this unit following staff and student reviews.

There are few minor changes in the weekly schedule as I added a couple of new weekly learning contents. Plus, there was misinformation in the final exam description. It was corrected.


The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.