Research in Marketing - MKTG865 Research in Marketing & MKTG996 Applied Marketing Project - AUT
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PAPER STUDY GUIDE
Research in
Marketing
MKTG865 Research in Marketing
&
MKTG996 Applied Marketing
Project
V3 2018/2019
Trimester Three, 2018/2019Contents
Welcome to Paper Name ........................................................................................................................ 3
Paper information ................................................................................................................................... 3
Pre-requisite/Co-requisite/Restriction requirements ........................................................................ 3
Paper aim ............................................................................................................................................ 3
Learning outcomes.............................................................................................................................. 3
Content ............................................................................................................................................... 3
AUTonline programme organisation ...................................................................................................... 4
Texts ........................................................................................................................................................ 4
Weekly programme ................................................................................................................................ 4
Assessment information ......................................................................................................................... 5
Extensions and other Special Consideration Applications (SCAs)........ Error! Bookmark not defined.
Assessment structure.......................................................................................................................... 5
Marking Rubrics ............................................................................................................................... 6
2Welcome to Research Project for Marketing
You are expected to read the contents of this study guide, also available on AUTonline under “All My
Courses”.
This paper runs for 12 weeks, and has sessions as indicated in the schedule. This is a level 9 paper,
worth 15 points. This paper runs for 15 weeks (excludes exam weeks), and has 2 sessions per week.
Students will be required to supplement each hour of class with 5 or 6 hours of their own work.
Teaching team and contact details:
Paper Coordinator Phone Email Office hours
Rouxelle de Villiers 09 921 9999 X 5198 rdevilli@aut.ac.nz By appointment
Megan Phillips 09 921 9999 X 5428 megan.phillips@aut.ac.nz By appointment
Katharine Jones 09 921 9999 X 5036 Katharine.jones@aut.ac.nz By appointment
Eunjoo Han 09 921 9999 X 6058 eunjoo.han@aut.ac.nz By appointment
Paper information
Trimester 3 begins on Monday 29th October 2018 and ends on 15 February 2019. Students will attend
two classes every week in the following stream:
MKTG865 Monday and Thursdays 6:00-9:00pm WF 503
MKTG996 Monday and Thursdays 6:00-9:00pm WF 503
Refer to http//:arion.aut.ac.nz for your current timetable AND your papers page on AUTonline for
information on your allocated rooms and for any room changes/updates.
Pre-requisite/Co-requisite/Restriction requirements
120 points from Programme and MKTG996 Marketing Research Project as co-requisite.
Paper aim
Seminal and contemporary readings in marketing relevant to the topic agreed between the Student
and his/her Supervisor. Development and application of research skills to design and complete a
supervised research project on a contemporary topic in marketing.
Learning outcomes
1. Determine how to conduct an applied research project in marketing.
2. Critically examine and review marketing literature.
3. Discuss how theory in marketing is developed and applied to practice.
Learning goals
1. To be self-aware critically reflective and ethical marketing students.
2. To be effective thinkers and problem solvers.
3. To be effective communicators.
4. To be able to apply marketing knowledge to issues in professional marketing practice.
Content
Preparation and skills for applied research in marketing.
3 Write and present a proposal for an applied research study on a marketing topic.
Blackboard programme organisation
Details of all papers, major requirements, full paper descriptors, exam schedules (mid semester and
final), assessment forms, semester timetables and all other information relevant to current students
can be found on AUTonline (http://autonline.aut.ac.nz) under:
“My Organisations” AK1045 MMktg, AK1046 PgDipMktg
Required texts and recommended reading
None. Hard copy of key papers provided, other papers can be accessed through the Library
Note: We will hold formal classes at 6:00 – 9:00pm on both Mondays and Thursdays for the first
four weeks as a proposal is developed and completed – this meets the requirements of MKTG 865,
research methods in Marketing. We will then hold discussion sessions either one-on-one or once a
week in groups only (or more often if the leaders require, or the students request), whilst you write
your research project for MKTG 996. During this time students can contact the supervisor(s) via
email and/or set up individual appointments in person.
Weekly programme for both MKTG865 & MKTG996
Week Date Topic
1 Oct 29th MONDAY: Introductions
Both Personal and administrative
MKTG996 Dr Rozel de Villiers
Discussion of course content & overview of assessments
& Structure, expectations and timelines
MKTG865 Using Blackboard
Selecting a topic
4 Categories of Supervisors… pick one.
THURSDAY: Robust, Reliable Research
What are academic journals? Which sources are well-
Dr Megan Phillips
regarded? What databases can we use? Where can we get
help? Where are they found?
Reading and citing (APA format) an academic paper
What are academic journals’ relationship to good marketing
practice?
Citations, and how to use them ; where to find help
THURSDAY
Meet your supervisor – discuss topics in one of these
ALL SUPERVISORS
categories: (A) Digital/Social & Mobile; (B) Retail;
(C) Consumer Psychology & CB;
(D) Sales, Target Marketing & Innovation (Self-select/certain)
2 Nov 5th MONDAY: Business research strategies
Both Dr Eunjoo Han
Broad explanation of Quant, Qual (& QCA)
MKTG996 Research methods 2: Experiments
& Research methods 3: Surveys & Questionnaires
MKTG865 Using Qualtrics – asking quality, robust, valid questions
AUT Librarian
Databases, Search Engines and Referencing
THURSDAY: Research Methods & Oral Preparation
Research Methods 4: Qualitative research using Blogs, Mobile
Dr Kate Jones
& social Media
Ethical Issues; Contribution to the Body of Knowledge
Protecting AUT’s reputation and participants’ privacy
Dr Rozel de Villiers
Review of Oral Marking Rubric (direct to oral video online)
4 Discussion and reminder of Progress Reports & Lit Review
ALL SUPERVISORS
Finalize your Topic; 1:1 Discussions with supervisors
3 Nov 12th MONDAY: Research Method & Topic Finalization
Both Dr Rozel de Villiers
Research methods 4: Case Studies & Structure Literature
MKTG996 Reviews
& Refining the proposals: Select your ideal supervisor/Method
MKTG865 Sorting out what skill-sets students need to complete their
various projects
Presentation skills – Watch video at home; prep your question
and tell us HOW you will research this.
THURSDAY
Finalize your research question
All Supervisors
THURSDAY: Trial run (between students)
3-min presentation in small group format (Split classes)
1:1 sessions with supervisors in small groups
4 Nov 19th MONDAY: Oral Assessment/Present proposals:
& Nov 21nd All students are to be present for oral presentations by their
Assessed by
peers. Three assessors per presentation. Q&A only by
Supervisor and 2
supervisors. Student attend presentations on both days.
peers
(Attend Monday’s and Thursday’s presentations)
Weeks Nov 28th MONDAY: No formal class/workshop (1:1 by appointment only**)
5 Completing the Research Proposals for hand-in 28 Nov 2018
Thursday Final written proposals are submitted at the end of week 5, to
be signed off and approved by the allocated supervisor.
[Submitted to Blackboard on Thursday 28th November 2018 for
grading. Feedback will be provided online via Blackboard.]
THURSDAY: Formal class: Introduction to the Research Report
(MKTG996)
Final allocation of Report Supervisor (and feedback on
speeches)
Wk 6 - 12 There are no class session from January 2019. Students are
welcome to arrange (via email) 1:1 in-person meetings.
i-Progress Reports are to be submitted on Blackboard on a bi-
weekly basis, starting 16 November (skipping the Christmas break)
and resuming on 4 January 2019. i-Reflect report due 8 Feb 2019.
Final reports are submitted to Blackboard AND Turnitin & grades
will be returned to students via Blackboard.
Wrap-up and post-event evaluation**
Assessment information
All students should obtain a copy of the Business Assessment & Study Handbook, which includes
information on:
Academic Integrity
Attendance Protocol
Assignments (Format, Presentation, Referencing, Submission)
Assessment (Return of Assessments; Review/Reconsideration, Uncollected Assessments)
Results
These handbooks are available online from “My Organisations” on Blackboard
(https://blackboard.aut.ac.nz)
Please note: Assessments may be copied and kept for moderation and programme administration
purposes. Presentations may also be videoed.
5Extensions and other Special Consideration Applications (SCAs)
Students may apply for an extension or for special consideration where there are exceptional
circumstances.
The SCA online request form is available from Blackboard. You can access this via the “Special
Consideration” tab at the top of the Blackboard home page once you have logged in. Follow the
instructions provided.
Assessment structure
Item % of mark Maximum mark Group/individual Due date
allocation
Assessment 1
Slides uploaded
Oral Presentation 30 60 Individual
by 18/11/2018
of the Proposal
Assessment 2 Uploaded via
Written Research 70 70 Individual Blackboard
Proposal 28/11/2018
16/11/2018
Assessment 3 30/11/2018
i-Progress 10 10 Individual 14/12/2018
Reports 04/01/2019
18/01/2019
Assessment 4
Reflective 08/02/2019
10 10 Individual
Report Via Blackboard
i-Reflect
Assessment 5
Due 13/02/2019
Written Research 80 80 Individual
Via Turnitin
Project
6MKTG 865, Research Methods for Marketing
Assessment Overview % of Mark
item Allocation
Assessment 1 Each student summarises and presents his or her research 30
Oral proposal to their colleagues (Presentation on Monday or
Presentation of Thursday?). As below, this is much less detailed than the written
the Proposal work (the final written proposal is due Thursday 28nd November
at 11.30pm; but SLIDES are to be uploaded on/before Sunday
18th November 2018@11.30pm); Orals will be graded/uploaded
to Blackboard by 27th November for moderation.
Assessment 2 This is a written proposal of your research, explaining what you 70
Written will do, why you wish to do it, when and how you will conduct the
Research research; details below. It is the main output for this paper. (due
Proposal 28th November 2018, before 11.30pm; individual submission via
Blackboard).
MKTG996, Research Project for Marketing
Assessment 3 Students provide progress reports on a bi-weekly basis, starting in 10
i-Progress Week 8 of 2018. Five progress reports are due over the period of
Reports the Project, with a final (6th report, include all five previous
progress reports and the full Reflective Report are submitted to
BlackBoard as a single Word document.) Dates: 16 Nov; 30 Nov;
14 Dec; 4 Jan; 18 Jan)
Assessment 4 This is a statement about what you think you have learned, what 10
Reflective you wish you had done and about how the work may have had
Report some impact on you (perhaps enhanced skills, or confidence).
i-Reflect Report This final report consists of two components: i-Progress Reports
(all 6, due every two weeks starting in week 3, and ending with a
final progress report in Wk 11) and the i-Reflect Report (once off;
due week 14), as set out below. Due 8th February 2019 at
11.30PM (Also, included area all i-Progress reports, for
submission via Blackboard).
Assessment 5 This is your final project, which is typed and handed in as 80
Written described below. The final report is due on 13th February 2019
Research (on or before 11.30-pn via Turnitin).
Project
MTKG865
Assessment 1: Oral Presentation of the Proposals (30 marks)
This is an individual assignment, and if there are too many in the class to handle them all in one
sitting then we spread it over two sessions in the fourth week.
3 minutes maximum each presentation.
4 PowerPoint slides maximum. Large typeface, no fancy graphics required
o Slide 1. Name of author, name of project
o Slide 2. Topic, research context (background, reason for studying), research
question/issue & your contribution to the body of knowledge.
o Slide 3. Method.
o Slide 4. Finish with a statement of what you think the “takeaway” will be – what will
you be able to usefully say at the end of the project? Who will benefit in what way?
7 The instructor and your student colleagues will make quick comments – either in approval or
making a constructive suggestion, or perhaps to suggest a useful reference. The presenter
should listen and respond, clarify, and take notes.
You do not have to accept the suggestions, as it is your topic not anyone else’s, but it usually
pays to listen. In any case, you should always act courteously and at least acknowledge and
consider the suggestion!
This is your last chance to set your project in concrete! Anyone failing to show us what is
going on will be in severe danger of being dropped from the course.
Marking rubrics will be provide on Blackboard, and the lecturer will provide copies for the
assessment event.
Slides are to be uploaded to Blackboard no later than Thursday, 18th November 2018 at
11.30pm.
A hard copy of the slides (2 per page in B&W) and the presentation on a USB memory key
need to be brought to class on 19th November 2018 (and/or 22nd November 2018).
The marking criteria will be discussed, but this portion of assessment addresses learning goal 3, to be
effective (oral) communicators.
Assessment 2: Written Research Proposal (70 marks)
A few previous project proposals are available on Blackboard, as exemplars of “good” projects and
the required output. We do not specify the length too tightly, since the variety of projects and
methods will require different background explanations, literature reviews, analyses of the data and
some methods may require to be more wordy (e.g. qualitative statements in interviews or QCA
analyses). We recommend a report of no shorter than 5 pages and not much longer than 8 pages.
The format of the proposal will be discussed in the first class, so that you are well prepared.
The marking criteria will be discussed and marking rubrics provided on Blackboard. Your report will
be assessed mainly on the following measures: (i) attained the learning goals; (ii) application of
marketing knowledge to issues in professional marketing practice; (iii) effective, clear (written)
communication; and (iv) problems/are clearly identified, methods are rigorously applied and the
solutions/conclusions are clearly discussed in order to make the answer/solution clear to the reader.
Full, complete reports need to be uploaded to the Blackboard portal (via Turnitin) on 21th February
2019.
MKTG996 ASSESSMENTS
Assessments 3 & 4: Reflective Reports (20% in total for 2 components)
While carrying only a weighting of 20%, this assignment consists of two components and
combined, is critical to the evaluation of Learning Goal 3: to be self-aware critically reflective and
ethical marketing students.
The final Reflective Report consists of two parts: five i-Progress Reports and one i-Reflect Report
Assessment 3: i-Progress Report (10% for five reports Wk 3 – Wk 12) < max 150 words/report.
You are expected to upload to the course folder, a half-A4 page (50 - 100 words) on a bi-
weekly basis, starting in week 3 (i.e. 15 November 2017). Please do not exceed 200 words for
every two weeks.The total word count for all i-Progress must NOT exceed 800 words. Each of
the reports carry a weighting of 2% for a total of 10%. The final submission (due in week 12)
must include ALL six i-Progress reports (a sixth not published before AND the five previously
submitted) as delivered over the entire period of your Proposal and Project, including the last
progress component (as set out below for Week 12).
i-Progress Report 1: 16 Nov (Wk 3): 2 or 3 Marketing phenomena that interest me, state as
questions AND how I may/could investigate these phenomena with valid, rigorous methods.
8i-Progress Report 2: 30 Nov (Wk 5): How will I respond to the feedback during my presentation AND
Copies of the abstracts of five credible, journals (or other authoritative sources).
i-Progress Report 3: 14 Dec (Wk 7): My first draft survey or questionnaire, mind-map of the topic and reference
list. (List expanded to at least 8 authoritative sources/articles.)
i-Progress Report 4: 4 Jan (Wk 9): Progress made over the break on literature studies, surveys, interviews, data
collection and analyses.
i-Progress Report 5: 18 Jan (Wk 11): Current status of the project, current concerns and hurdles to overcome to
complete the full project by the deadline in week 14 (Can you deliver by 8th February 2018?)
Assessment 4: i-Reflect Report (10%, incl.) – max 500 words
This requires you to think deeply about the ethics of your research, and of other types of
research in marketing. You are also expected to introspectively think about what you have
learned, how you may have developed, what you would have preferred to do, as it relates to
your personal growth whilst completing your research project experience. We expect you to
report on success strategies that worked in your favour and other strategies and learning
tactics that perhaps did not work so well in developing your research skills. What would you
do differently if you had to take this paper and repeat this project? What would you tell
future students in MMKTG to do and not to do?
i-Reflect Report: 8 Feb (Wk 14): The final progress/reflective report is a brief reflection on your time-
management and project-management competencies, with special reference to your self-drive and motivation,
your ability to multi-task, and your willingness to receive and respond to feedback; ask for help and your
resilience in accepting changes and ambiguous answers. Ask yourself: How I may/could investigate these
phenomena with valid, rigorous methods. How well did I manage and over-come obstacles? What did I learn
about myself? What did I learn about research of real-world phenomena?
The final submission is a combination of ALL five reports (copied and pasted) AND the i-Relflect paragraph. This
is a WORD document, submitted to Blackboard and must not exceed 1 300 words (with the full i-Report not
exceeding 1200 words).
Assessment 5: Written Research Project (80%)
This is the culmination of these two courses, and the most critical aspect of them. We expect a
report that meets the requirements of business and an academic report, one you can be proud of,
and that has some real significance either to marketing theory or marketing practice, hopefully both!
We will place a number of good past projects online for you to see the scope and standards you
need to aspire to achieve. The length is fairly open, but we recommend between 10 and 15 pages. A
literature review, meta-analysis and qualitative research reports tend to be long, whilst an
experiment tend to be a shorter report. We will spend several classes discussing the shape and
presentation of the report and it is not due until the final week of classes, 13th February 2019.
Again, too, the marking criteria will be the same as for the proposal, although we may decide to
change the weighting after we have discussed the matter.
Pass requirements
In order to gain a pass in this paper you must obtain at least a 50% mark for your proposal and
your project, and must have complete every assignment.
Department of MARS: Oral Presentation – Proposal Oral Presentation Marking Rubric
Presenter: ___________________________________________________
9Evaluator: ___________________________________________________
Instruction: Please circle the appropriate number/grade:
5 = strongly agree 4 = agree 3= not sure 2 disagree 1= strongly disagree
Effective Presentation HIGH
LOW
1. Evidence of enthusiasm, energy, engagement 5 4 3 2 1
2. Visual displays are provided and assist in conveying the message. 5 4 3 2 1
Slides are easy to read & supportive.
3. The message has been well rehearsed – staying within the allocated 5 4 3 2 1
time
4. The content is easy to follow and logical 5 4 3 2 1
Content of the Presentation
1. The research question is clearly stated and well defined 5 4 3 2 1
2. The speech contains evidence of the students’ insight into the “gap” 5 4 3 2 1
– what is it we wish to know/discover/find out about
3. The speech provides clear evidence of some prior investigation into 5 4 3 2 1
the topic
4. The presentation illustrates how the idea is feasible and workable, 5 4 3 2 1
and how the method will support the research question
Verbal Skills & Feedback
1. The presenter appears relaxed and confident 5 4 3 2 1
2. The presenter makes good eye contact with the audience 5 4 3 2 1
3. The presenter projects well so that everyone can hear 5 4 3 2 1
4. The presenter does not read off his/her notes 5 4 3 2 1
Weighted
Total 60
30%
Comments:
Department of MARS: Research Proposal for MMKTG865
10Student:
Surname Name SID
Evaluators: Dr Rouxelle de Villiers & Dr Kate Jones & Dr Eunjoo Han & Dr Megan Philips
Total
Criteria
1. The project is likely to be useful 15
2. The proposal is written clearly and logically 15
3. The proposed research project has value/is of interest 15
4. The student explains the topic, method and study clearly 15
(coverage and clarity; method well justified)
5. The project is manageable (the timeline is reasonable) 10
Total 70
Comments:
11Department of MARS: Research Proposal for MMKT996
Student:
Surname Name SID
Evaluators: Dr Rouxelle de Villiers & Dr Kate Jones & Dr Eunjoo Han & Dr Megan Philips
Total Your grade
Criteria for Research Project/Report
1. The report is useful to various stakeholders (business/academia) 15
2. The report is written clearly and logically and presented professionally 15
3. The research was conducted professionally (rigorously/scientifically) 20
4. The student demonstrated initiative and worked independently 10
5. The study makes a reasonably contribution to the body of knowledge – we 10
can learn from this research
6. The student explains the topic, method and study clearly
(coverage and clarity; method well justified) and is technically correct 10
(language, references, figures and tables labelled properly)
Total 80 Y
Comments:
The report is …
Grade for Report A+ A A- B+ B B- C+ C C-
Criteria for i_Reflective Statement Total Your grade
1. The statement considers personal progress/development/growth 4 x
2. The statement is an honest and frank reflection, and demonstrates self- 3 x
knowledge and personal insight
3. The statement considers what worked and what did not work, and 3 x
mentions alternative plans for future projects
Total 10 Z
Comments:
Good reflection on personal growth and points of success and failure. …
Grade for Reflective
A+ A A- B+ B B- C+ C C-
Statement
Criteria for Overall/ Total MMKTG966 REPORT
Overall Mark 70 8 = (Y+Z+ iP) /100
Grade for Overall Final
A+ A A- B+ B B- C+ C C-
Research Report
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