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MKTG71-602: Market Research May 2020 [Standard]

General information

Marketing is based on the principle of providing value to customers. To provide value, we need to know what customers need and want; what they know, think and feel about our brand; and how they are likely to behave. Market research refers to the various tools and techniques used in the collection, analysis and interpretation of data to facilitate marketing decision making. This subject will provide you with a theoretical understanding of market research as well as give you practical, hands-on experience collecting, analysing and interpreting data to making more effective decisions.


Academic unit:Bond Business School
Subject code:MKTG71-602
Subject title:Market Research
Subject level:Postgraduate
Semester/Year:May 2020
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Seminar: x12 (Total hours: 24) - Seminar 1
  • Seminar: x12 (Total hours: 24) - Seminar 2
  • Personal Study Hours: x12 (Total hours: 72) - Recommended study time & reviewing materials. Please plan on working an additional six hours per week.
Attendance and learning activities: Classes will be a mixture of lectures, discussions, computer lab time and practical exercises. Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. Some class time will be allocated to work on group projects.


Prescribed resources:
  • Most market research textbooks cover the same content and thus are acceptable. However, class material is taken from Zikmund et al., 2017 Marketing Research, 4th Asia Pacific Edition (If interested, I can get a discount on an e-version of this book).
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Restrictions: ?


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Demonstrate comprehensive and integrated theoretical and technical knowledge of the role, importance and methods of market research.
  2. Conduct a market research study, including defining a marketing problem; developing and executing appropriate research techniques to investigate the problem; and analyse and interpret the findings.
  3. Demonstrate the ability to work effectively with others to complete a project by working within a group.
  4. Articulate details, recommendations and related information of a market research project in a clear, concise professional quality research report.
  5. Deliver a clear, concise well-organised presentation of research project outcomes using suitable visual aids.


Assessment details

TypeTask%Timing*Outcomes assessed
Project § Part 1 (qualitative) of a comprehensive market research group project. 20% Week 9 1, 2, 3, 4.
Project § Part 2 (quantitative) of a comprehensive market research group project. 30% Week 12 1, 2, 3, 4, 5.
Computer-Aided Examination (Open) Comprehensive final examination. 30% Final Examination Period 1.
Computer-Aided Examination (Open) Class and textbook material up to and including qualitative research. 20% Week 6 (Mid-Semester Examination Period) 1.
  • § Indicates group/teamwork-based assessment
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Accessibility and Inclusion Support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Additional subject information

A peer-evaluation system will be used in this subject to help determine the individual marks for all group assessments. As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Subject curriculum

Introduces the role and importance of market research and the marketing research process. Ethical issues of such research are also considered.

A review of common qualitative research techniques, such as focus groups, interviews and observation.

Common errors in survey research are examined. The concept of measurement and the use of various measurement scales are also considered in addition to questionnaire design.

Probability and non-probability sampling are compared and implications for research are discussed. Determining sample size needs for adequate statistical power is explained. Approaches for transforming raw data into a useable data file are considered.

Introduction to statistical analyses, including Chi-square, t-tests, regression models and correlations.

The elements of a comprehensive market research report are covered, including research objectives, research methods used, data analysis applied, managerial recommendations and limiting factors of the research.

Approved on: Apr 28, 2020. Edition: 4.2