MARK5811 T3-2023 Final Exam Questions FINAL
25 November 2023
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School of Marketing
MARK5811
Applied Marketing Research
Term Three 2023
FINAL EXAMINATION
1. Time allowed: 24 hours.
2. This exam is an open book/open web exam.
3. Release date/time (via Moodle: MARK5811-Applied Marketing Research – T3/2023):
25 November 2023, 9:00AM (Australian Eastern Time Zone).
4. Submission date/time (via Turnitin: MARK5811-Applied Marketing Research – T3/2023):
26 November 2023, 8:59AM (Australian Eastern Time Zone).
5. Failure to upload the completed answer sheet by the submission time will result in a
penalty of 20% of the available marks per hour of lateness.
6. This examination paper has three pages including the cover page.
7. Answer any three (3) questions from a choice of four (4).
8. The final exam is worth 50% of the overall assessment. Each question is of equal value.
9. There is a word limit for answering each question. Maximum 600 words per question. Any
text additional to the specified word limit may not be considered in the marking process.
10. You must submit a signed declaration form - the first page of the answer sheet, together
with the rest of the answer sheet. Failure to sign and submit the declaration may result in your
exam not being marked.
11. In accordance with the declaration form, this examination paper cannot be copied,
forwarded, or shared.
MARK5811 T3-2023 Final Exam Questions FINAL
25 November 2023
Page 2 of 3
12. Students are reminded of UNSW rules regarding academic integrity and plagiarism:
https://student.unsw.edu.au/plagiarism
13. The lecturer-in-charge will be available online via email (ting.yu@unsw.edu.au) or
Microsoft Teams after the exam paper is released for a period of five (5) hours to answer
technical and clarification questions only.
14. Answers to the questions are to be written in the answer sheet only. Please ensure that
you provide the following details on the first page of your answer sheet.
• Student ID (e.g., z1234567)
• Student Name (Last name, First name, e.g., Yu, Ting)
15. Submission file type: Word only (no PDF).
MARK5811 T3-2023 Final Exam Questions FINAL
25 November 2023
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Answer any three (3) of four (4) questions. Each question is of equal value.
The 2023 Optus outage was an unplanned nationwide outage of Optus internet, cellular and fixed-line services
first reported on 8 November 2023 at 04:05. The outage caused disruption across government and corporate
sectors, including hospitals, banks, train services, EFTPOS payment systems, and calls to emergency services.
Restoration was gradual, with some services being restored around 13:00. The outage directly affected more
than 10 million people and 400,000 businesses across Australia. Optus would like to understand the impact of
the outage on existing customers’ intention to switch to another service provider. You, as a marketing research
consultant hired by Optus, are responsible for developing and conducting a marketing research project for this
purpose. Applying the skills and knowledge gained in this course:
(1) propose one realistic and practical marketing research aim for this project in your answer sheet, and then,
(2) answer any three out of the four questions below.
Q1. Discuss the sampling design process step by step including the potential problems that may occur during
each step. If you were to adopt a non-probability sampling technique for this marketing research project using
online questionnaires, please describe the sampling strategy with a proposed sample size and properly justify
your sampling strategy including the sample size. (Maximum 600 words. All included.)
Q2. Critically discuss the potential advantages and disadvantages of using delivery and collection
questionnaires compared with semi-structured interviews. If you were to use semi-structured interviews to
understand the impact of the Optus outage on existing customers’ intention to switch to another service
provider, please describe how you would do it. Properly justify your decisions in every step. (Maximum 600
words. All included.)
Q3. Critically discuss the potential advantages and disadvantages of using secondary data in this research
project. If you were to collect only secondary data, please illustrate how you would conduct the data collection
and properly justify your decision during the process. (Maximum 600 words. All included.)
Q4. List and critically discuss the four key ethical principles when conducting a marketing research project.
Based on the principles, illustrate and properly justify what steps Optus should take in order to conduct an
ethical marketing research if adopting focus groups and at the same time effectively achieving the proposed
marketing research aim in an efficient manner. (Maximum 600 words. All included.)