24309 Marketing Research
The Complete Study & Assessment Guide · Spring 202624309 Overview
- Spring marketing research study at UTS
- Undergraduate research design and analysis
- Six weighted assessment components in total
- Research project includes a marketing pitch
Marketing research reduces decision uncertainty only when its evidence design matches the managerial problem
Marketing Research begins with a management decision and develops an evidence design capable of reducing the relevant uncertainty.
- Start from the decision State what marketing choice the evidence must inform before drafting questions.
- Protect construct validity Connect each concept to an operational measure and test how wording changes interpretation.
- Design the sample honestly Describe coverage, selection, nonresponse and the population to which findings may apply.
- Limit the recommendation Separate observed patterns from causal claims and state what the design cannot generalise.
How 24309 is assessed
| Component | Weight | Format |
|---|---|---|
| Task 1: Tutorial Test | 25% | Individual tutorial test |
| Task 2: Student Research Reflection | 5% | Individual research reflection |
| Task 3: Research Project (Group) | 30% | Group research project |
| Task 4A: Video Presentation | 20% | Group video marketing pitch |
| Task 4B: Q&A | 15% | Live question and answer component |
| Task 4C: Peer & Self Assessment | 5% | Peer and self assessment |
The current lecture table publishes six weighted components totalling 100% and contains no final examination. The Canvas overview says students need at least 50% of the course total to pass and that passing a final examination is not a separate requirement; current project and pitch instructions remain controlled by Canvas.
Assessment structure
UTS24309 segment widths reproduce the supported published weights; consult the notes for conflicts or unconfirmed details.
What 24309 covers
Marketing Research begins with a management decision and develops an evidence design capable of reducing the relevant uncertainty. The subject sequence connects questions, secondary evidence, research designs, questionnaires, sampling, quantitative and qualitative analysis, interpretation and presentation.
Management Decisions and Research Problems
decision problems · research problems · rival explanations · information gaps02Research Questions, Objectives and Value
research questions · objectives · feasibility · decision value03Secondary Evidence and Research Design
secondary data · exploratory design · descriptive design · causal design · feasibility04Questionnaire and Measurement Design
constructs · operationalisation · question wording · response scales05Sampling Coverage and Nonresponse
sampling frames · coverage · selection · nonresponse · generalisation06Analysis, Interpretation and Marketing Decisions
descriptive summaries · association · qualitative coding · insight · recommendationsThe subject sequence connects questions, secondary evidence, research designs, questionnaires, sampling, quantitative and qualitative analysis, interpretation and presentation. This marketing-research guide follows the captured Semester 2 or Spring 2026 teaching package and separates verified course facts from independently authored practice.
UTS24309 does not infer missing assessment rules, current dates or official questions from neighbouring courses.
Decision problem: from Construct to Research insight with the evidence
Management Decisions and Research Problems
Management Decisions and Research Problems connects Decision problem and Research problem.
A decision problem is action-oriented, while the research problem translates uncertainty around that action into information that can be gathered. Decision problem fixes the starting object, Research problem carries a relation or operation, and Research problem to test the reach of the conclusion.
A research problem can reduce uncertainty only after the managerial decision is explicit; it cannot decide the acceptable commercial trade-off for the manager.
Research Questions, Objectives and Value
Research Questions, Objectives and Value connects Research question and Research objective.
Research questions establish the object and scope of inquiry before methods are chosen and should be answerable with feasible evidence. Research question fixes the starting object, Research objective carries a relation or operation, and Research objective to test the reach of the conclusion.
A precise objective does not guarantee a valuable study; feasibility, the information gap and the consequence for the named decision must remain aligned.
Secondary Evidence and Research Design
Secondary Evidence and Research Design connects Secondary data, Exploratory design, Descriptive design and Causal design.
Secondary evidence should be audited for original purpose, definitions, coverage, timing, missingness and comparability before reuse. Secondary data fixes the starting object, Exploratory design carries a relation or operation, and Causal design to test the reach of the conclusion.
The design label does not upgrade the evidence: the sampling, measurement, timing and comparison actually implemented determine what can be inferred.
Questionnaire and Measurement Design
Questionnaire and Measurement Design connects Construct and Operationalisation.
A questionnaire should follow the research objectives, use language participants can interpret consistently and avoid double-barrelled or leading items. Construct fixes the starting object, Operationalisation carries a relation or operation, and Operationalisation to test the reach of the conclusion.
Response precision cannot repair weak construct validity: the instrument supports only the interpretation established by its wording, indicators and administration.
Sampling Coverage and Nonresponse
Sampling Coverage and Nonresponse connects Sampling frame and Response bias. A sampling frame can under-cover the target population even when selection within the frame is random and executed perfectly.
Sampling frame fixes the starting object, Response bias carries a relation or operation, and Response bias to test the reach of the conclusion.
An estimate applies to the population represented by the frame and response process; a large achieved sample cannot recover units systematically excluded or silent.
Analysis, Interpretation and Marketing Decisions
Analysis, Interpretation and Marketing Decisions connects Descriptive analysis, Association, Qualitative coding and Research insight.
Analysis begins by checking data quality, distributions and denominators before choosing a summary that can conceal skew, missingness or small groups. Descriptive analysis fixes the starting object, Association carries a relation or operation, and Research insight to test the reach of the conclusion.
A decision-relevant insight remains bounded by the constructs, sample, design and analytic choices that produced it; presentation polish cannot widen that evidence base.
The current lecture table publishes six weighted components totalling 100% and contains no final examination
The current lecture table publishes six weighted components totalling 100% and contains no final examination.
The Canvas overview says students need at least 50% of the course total to pass and that passing a final examination is not a separate requirement; current project and pitch instructions remain controlled by Canvas.
UTS24309 planning translates each published task into deliverable, evidence, process and verification requirements.
UTS24309 operations remain controlled by the live site's submission format, extensions, collaboration, AI use and dates.
UTS24309 evidence gaps remain visible instead of becoming a tidy but unsupported table.
A marketing-research recommendation must include its construct validity, sampling coverage and generalisability limits; the decision should not claim more certainty than the design can supply
Study UTS24309 by retrieving one chapter relation, applying it to an independent case and changing one controlling fact.
UTS24309 comparison uses the source-defined limit and records the exact assumption, population, record, timescale or design that prevents a broader claim.
UTS24309 transfer therefore retains its discipline rather than ending in a universal recommendation template.
A research problem can reduce uncertainty only after the managerial decision is explicit
Finish a marketing-research recommendation with its construct validity, sampling coverage and generalisability limits; the decision should not claim more certainty than the design can supply.
Integrated marketing transfer
- 2Define the source-supported starting object.
- 2Trace the relation and test a changed case.
- 2State the discipline-specific evidence boundary.
Key terms
- Decision problem
- The marketing choice or action for which a manager needs better evidence.
- Research problem
- The information gap that must be investigated to support the decision.
- Research question
- A focused and answerable question specifying the relationship, description or understanding sought.
- Research objective
- A precise statement of what the study will determine, estimate, compare or explore.
- Secondary data
- Information previously collected for another purpose that may be reused for the current research problem.
- Exploratory design
- A flexible design used to clarify a problem, uncover meanings or develop propositions.
- Descriptive design
- A structured design estimating characteristics, frequencies or associations in a defined population.
- Causal design
- A design intended to estimate whether changing one factor produces a change in another under explicit assumptions.
- Construct
- An abstract idea such as satisfaction or trust that requires a defensible interpretation and measure.
- Operationalisation
- The translation of a construct into observable indicators, questions or procedures.
- Sampling frame
- The practical list or mechanism from which study units can be selected.
- Response bias
- Systematic distortion when recorded answers differ from the intended construct because of wording, context or response behaviour.
24309 FAQ
What decision problem connects the marketing-research chapters?
Within UTS24309, concepts connect to disciplined evidence and a bounded conclusion. Begin with the decision or explanatory object, show the relation carrying the analysis and identify the source, design or condition that limits transfer.
How are the present research components weighted?
Within UTS24309, the captured current table contains 6 weighted components whose published weights sum to 100%. Exact submission settings, permitted resources and later amendments remain controlled by the live learning site.
Are the research cases official project questions?
Within UTS24309, the cases and point allocations are independently written study aids, not official questions. They rehearse course concepts and evidence moves without reproducing a current university prompt, rubric or confidential solution.
How should research terms support retrieval?
Within UTS24309, each glossary term is a retrieval cue for a noun concept connected to an observation, relation and limiting condition. A memorised definition opens the analysis; application determines whether the concept fits the case.
What makes a changed-sample answer defensible?
Within UTS24309, a changed case alters one controlling fact, holds unrelated conditions stable and traces the first consequence. The answer states whether the result remains, narrows or reverses and identifies the evidence responsible.
What overall result is needed to pass?
The current Canvas overview says students must achieve at least 50% of the course total to pass. It also says passing a final examination is not separately required; the current lecture table instead lists six weighted components.
How should a marketing-research recommendation finish?
Within UTS24309, use this discipline-specific final check: Finish a marketing-research recommendation with its construct validity, sampling coverage and generalisability limits; the decision should not claim more certainty than the design can supply.
When can a market finding be generalised?
Within UTS24309, choose a second chapter situation, preserve the starting concept and change the relation carrying the inference. Compare what survives with the limit stated for Analysis, Interpretation and Marketing Decisions.
How to prepare for the assessments
UTS24309 revision moves chapter by chapter: define the starting concept, trace the relation, work one independent counter-case and state the supported boundary. UTS24309 finishes with this discipline-specific control: Finish a marketing-research recommendation with its construct validity, sampling coverage and generalisability limits; the decision should not claim more certainty than the design can supply.
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