MKTG1002 Marketing Research
The Complete Study & Assessment Guide · S2 2026MKTG1002 Overview
- 6 credit points
- Semester 2, 2026
- Marketing
- Camperdown/Darlington
Decision Problems and Research Questions
This is a 6 credit point unit. The unit opens by distinguishing marketing decisions from the information a research project must produce. Use this chapter to translate managerial uncertainty into a researchable question without assuming the answer.
- Decisions frame research Start from the action and uncertainty before choosing a method.
- Validity precedes polish Measure the intended construct and audit systematic error.
- Samples need coverage Size cannot repair exclusion, nonresponse or selection bias.
- Recommendations need bridges Show exactly how each finding changes the client decision.
How MKTG1002 is assessed
| Component | Weight | Format |
|---|---|---|
| Client Pitch | 10% | Presentation, 8–10 minutes |
| Participation | 10% | In-class and data-collection contributions |
| Early Feedback Multiple Choice Quiz | 5% | Online quiz, 15 minutes |
| Research Proposal Part A | 15% | Research proposal, 1000 words |
| Research Proposal Part B | 30% | Research proposal, 2500 words |
| Data Analysis Report | 30% | Qualitative and quantitative analysis, 2000 words |
The current outline publishes six weighted components totalling 100%. Research Proposal Part B is described as group work in the assessment summary; detailed operational requirements remain on Canvas.
Assessment structure
Segment widths reproduce the published percentage weights and total 100%.
Current MKTG1002 dates
| Date | Item | Control |
|---|---|---|
| 21 August 2026 | Early Feedback Multiple Choice Quiz | Published Week 3 due date. |
| 23 October 2026 | Research Proposal Part B | Published Week 11 due date. |
| 8 November 2026 | Data Analysis Report | Published Week 13 due date. |
Dates are as published in Dates are taken from the current Semester 2, 2026 Unit Outline.. Confirm exact deadlines and submission settings in the live LMS.
What MKTG1002 covers
Eight chapters trace the research chain from decision problem to proposal, data collection, analysis and recommendation.
Decision Problems and Research Questions
Translate managerial uncertainty into a researchable question without assuming the answer02Research Process and Proposal Design
Align objectives, evidence requirements, method and deliverables in one proposal chain03Secondary and Exploratory Research
Use existing evidence to refine the problem before commissioning primary research04Qualitative Research and Interpretation
Move from participant material to themes while retaining context and counter-evidence05Measurement and Questionnaire Design
Turn an abstract construct into answerable items whose response options support the intended inference06Sampling, Fieldwork and Error
Connect who the decision concerns to who can actually be reached, selected and observed07Quantitative Analysis and Hypothesis Tests
Use quantitative summaries and tests to answer the research question without confusing association with causation08Findings, Recommendations and Client Pitch
Connect evidence to a feasible action while separating result, interpretation and recommendationKeep management decision problem, research problem and research question in separate roles, then complete a changed case that exposes the first failed assumption. The working boundary is precise: A broad business symptom is not yet a research problem; scope, decision use and information gap must be specified.
The published assessment includes a 30% research proposal component and a 30% data analysis report.
Research Process and Proposal Design
The current materials organise marketing research as a staged process culminating in a proposal. Use this chapter to align objectives, evidence requirements, method and deliverables in one proposal chain.
Keep research objective, design choice and proposal logic in separate roles, then complete a changed case that exposes the first failed assumption. The working boundary is precise: A polished method section cannot rescue an objective that does not address the client decision.
Secondary and Exploratory Research
Exploratory work and secondary data are used to contextualise the research problem.
Use this chapter to use existing evidence to refine the problem before commissioning primary research. Keep secondary data, source evaluation and exploratory insight in separate roles, then complete a changed case that exposes the first failed assumption.
The working boundary is precise: Availability is not fitness: provenance, definitions, population, date and collection purpose determine whether secondary data can answer the question.
Qualitative Research and Interpretation
The materials contrast qualitative and quantitative approaches and introduce qualitative analysis.
Use this chapter to move from participant material to themes while retaining context and counter-evidence. Keep qualitative evidence, coding frame and interpretive claim in separate roles, then complete a changed case that exposes the first failed assumption.
The working boundary is precise: Frequency alone does not determine qualitative importance, and a vivid quotation cannot represent an entire population.
Measurement and Questionnaire Design
Measurement and questionnaire design are linked in the preparation of a pilot survey. Use this chapter to turn an abstract construct into answerable items whose response options support the intended inference.
Keep construct, operational measure and question wording in separate roles, then complete a changed case that exposes the first failed assumption.
The working boundary is precise: A reliable item can measure the wrong construct, while leading, double-barrelled or unbalanced wording creates systematic error.
Sampling, Fieldwork and Error
Sampling and fieldwork topics identify several sources of error before analysis begins. Use this chapter to connect who the decision concerns to who can actually be reached, selected and observed.
Keep target population, sampling frame and fieldwork error in separate roles, then complete a changed case that exposes the first failed assumption.
The working boundary is precise: A large sample does not correct coverage, nonresponse or selection bias when the frame excludes relevant people.
Quantitative Analysis and Hypothesis Tests
The later sequence introduces basic quantitative analysis and hypothesis testing. Use this chapter to use quantitative summaries and tests to answer the research question without confusing association with causation.
Keep descriptive pattern, hypothesis test and practical significance in separate roles, then complete a changed case that exposes the first failed assumption.
The working boundary is precise: Statistical significance depends on model and sample size; managerial importance requires effect size, uncertainty and decision context.
Findings, Recommendations and Client Pitch
The unit culminates in analysis, recommendations, a client pitch and written proposal work.
Use this chapter to connect evidence to a feasible action while separating result, interpretation and recommendation. Keep research finding, recommendation and client evidence story in separate roles, then complete a changed case that exposes the first failed assumption.
The working boundary is precise: A recommendation is not supported merely because it is plausible; the evidence must address the client decision and alternatives.
How to use this guide
Begin with the official assessment structure and the topic map. Work one chapter at a time: retrieve the definitions, reconstruct the mechanism, complete the worked example, then alter one condition.
Record the first failed move and the check that would catch it. This method prioritises transferable reasoning over familiarity with a polished answer.
Evidence and assessment control
Assessment labels and weights follow the current Unit Outline. Teaching explanations and practice cases are independently authored. Confirm changing operational details, permitted materials and submission instructions on Canvas.
Do not infer that a condition is absent merely because it is not printed in one task row.
Repair a leading survey item
- 2Define the decision and relevant evidence.
- 3Show the course-specific reasoning.
- 3Test a changed condition and qualify.
Key terms
- Management Decision Problem
- Management Decision Problem names the starting concept for the task to Translate managerial uncertainty into a researchable question without assuming the answer. It fixes the relevant evidence and scale before interpretation begins.
- Research Problem
- Research Problem describes the link required to Translate managerial uncertainty into a researchable question without assuming the answer. Its direction must be stated and supported by observed or supplied evidence.
- Research Objective
- Research Objective names the starting concept for the task to Align objectives, evidence requirements, method and deliverables in one proposal chain. It fixes the relevant evidence and scale before interpretation begins.
- Design Choice
- Design Choice describes the link required to Align objectives, evidence requirements, method and deliverables in one proposal chain. Its direction must be stated and supported by observed or supplied evidence.
- Secondary Data
- Secondary Data names the starting concept for the task to Use existing evidence to refine the problem before commissioning primary research. It fixes the relevant evidence and scale before interpretation begins.
- Source Evaluation
- Source Evaluation describes the link required to Use existing evidence to refine the problem before commissioning primary research. Its direction must be stated and supported by observed or supplied evidence.
- Qualitative Evidence
- Qualitative Evidence names the starting concept for the task to Move from participant material to themes while retaining context and counter-evidence. It fixes the relevant evidence and scale before interpretation begins.
- Coding Frame
- Coding Frame describes the link required to Move from participant material to themes while retaining context and counter-evidence. Its direction must be stated and supported by observed or supplied evidence.
- Construct
- Construct names the starting concept for the task to Turn an abstract construct into answerable items whose response options support the intended inference. It fixes the relevant evidence and scale before interpretation begins.
- Operational Measure
- Operational Measure describes the link required to Turn an abstract construct into answerable items whose response options support the intended inference. Its direction must be stated and supported by observed or supplied evidence.
MKTG1002 FAQ
How does a management problem become a research question?
Identify the decision, uncertainty, population and information needed, then write a question whose answer could change the choice rather than restating a broad business symptom. Apply the answer to a changed example and record the first assumption that needs repair.
When is secondary data fit for purpose?
Check provenance, definitions, population, collection method, date and original purpose, then compare those features with the current research question and decision context. Apply the answer to a changed example and record the first assumption that needs repair.
What makes a questionnaire item valid?
The item must operationalise the intended construct without leading, ambiguity or multiple questions, and its response scale must support the inference the proposal promises. Apply the answer to a changed example and record the first assumption that needs repair.
Why can a large sample still mislead?
Coverage error, self-selection and nonresponse can systematically exclude relevant people, so increased size may produce a precise estimate for the wrong reachable population. Apply the answer to a changed example and record the first assumption that needs repair.
How should qualitative themes be reported?
Explain the coding basis, preserve context, compare supporting and disconfirming material, and avoid treating quotation frequency as automatic evidence of population prevalence. Apply the answer to a changed example and record the first assumption that needs repair.
What does a client recommendation need?
Link a finding to the decision mechanism, state uncertainty and feasibility, compare a plausible alternative, and specify which next action the evidence supports. Apply the answer to a changed example and record the first assumption that needs repair.
How to prepare for the assessments
Keep a traceability table linking client decision, research question, construct, measure, sample, analysis and recommendation. After each choice, name the error that could invalidate the next link.
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