MKTG2113
Marketing Insight
Week1: Introduction
Dr. Aekyoung (Amy) Kim
• Dr. Aekyoung (Amy) Kim
 Email: aekyoung.kim@sydney.edu.au
 Consultation: Friday 4pm - 5pm via Zoom
https://uni-sydney.zoom.us/j/7066962485
Teaching Staff (Unit Coordinator)
• Chunyan Dong
 Email: chunyan.dong@sydney.edu.au
• Alvin Chan
 Email: mau.chan@sydney.edu.au
• Babak Amiri
 Email: babak.amiri@sydney.edu.au
• Saradhi Motamarri
 Email: saradhi.motamarri@sydney.edu.au
Teaching Staff (Tutors)
– PhD in Marketing (minor in Psychology), Rutgers University,
NJ U.S.
– Academic training in interdisciplinary areas: Engineering,
Psychology, Evolutionary Biology, Statistics, and Marketing
– Professional experiences of digital marketing and social media
marketing in extensive industries of 500 Fortune Companies
Backgrounds of Dr. Kim
Environment Biology
Fertility & Time
invited revision, Psych
Science
Serendipity
(2021) Journal of Marketing Stress & Engagementinvited revision, IJRM
Happiness & Time
(2018) Psychonomic
Bulletin & Review
Unfamiliar Place &
Consumption
Touch Interface & Donation
invited revision, Journal of Marketing
Digital Platform & Moral
Behavior
Display, Market Interface, &
Sensory Consumption
Technology Fertility & Word-of-Mouth
Fertility & Luxury
Brands
invited revision, JCP
Romantic Ad & Numbers
(2020) Psychology &
Marketing
Organized Plate
& Self-Control
Package/Ad Design
& Indulgence
invited revision, JCR
Fertility & Mating
Market
(2018) Evolutionary
Psychology
Linguistic Cognition &
Gender Perception
(2021) Marketing Letters
Finding the Self in
Chance Event
(2020) IJRM
Happiness Marketing
invited revision, JBR
– Secondary data from real word (e.g., Facebook, Twitter, Online
review, and public Big data)
– Surveys (personality traits and scale development)
– Observation and Field Study (e.g., food trials in a local
business or real purchase/donation in a public setting)
– Lab Experiments (within-subjects, between subjects, and time
series experiments)
Multiple Methodologies
Course Introductions
Learning Outcomes
• Employ the marketing research process to help organisations make
informed business decisions
• Evaluate pieces of scientific research, recognise the method/s used
and review the conclusions drawn
• Analyse and synthesise data gathered to form meaningful insights
Lecture
Live sessions (Wednesday 10 am-12 pm)
https://uni-sydney.zoom.us/j/89753738977
– Recorded videos will be uploaded under "Modules" on the Canvas.
Recommended Text:
Allen, P., Bennett, K. and Heritage, B. (2019) SPSS Statistics: A Practical
Guide, 4th Edition, Cengage Learning.
[ISBN 9780170421140]
Tutorial
The tutorials are designed to support the lecture content and provide guidance to the planning,
execution, discussion, analysis and reporting of the group assessment components.
Tutorial activity number, date/time, location, and tutor’s name will be posted on Canvas.
Students should attend the officially enrolled tutorial session on the timetable, as there will be
planned group activities within the tutorial session. (Finalize timetable in Week2).
• Tutorial (on-campus): Check your official timetable and attend face-to-face tutorials on campus.
• Tutorial (remote): Check your official timetable and attend the live sessions via Zoom on Canvas.
1) Go to "Zoom" section on the left side bar in Canvas.
2) You should see the scheduled tutorials. Make it sure your enrolled activity number and date/time/tutor’s name.
3) Click to join your tutorial at the scheduled time.
4) Weekly tutorial material is under "Modules" on the left side bar.
 Since we have all tutorial sessions on campus overcrowded, we opened new sessions at 19 pm - 20 pm on
WED and THUR (CC mode). As the ideal student number in each tutorial session is less than 30, please
consider moving to these newly opened tuts, if your tutorial is overcrowded (beyond 30). It will be much better for
all of us to work in a less crowded class.
Grading
• Exams (closed book): multiple choices, short answers
− Mid-semester (Week 7): 20% (1 hour)
− Final: 30% (2 hours)
• Term Project (group work):
− Research Report (30%): You will complete a written final research report. In this report, you will discuss
your research plan, provide evidence of your data analysis, and report your data findings/insights. planning,
executing market research, & analyzing data
− Presentation (10%): You will also showcase your research insights. All members of the group are required
to contribute to the presentation
• Class Participation (8%): Participation marks awarded will be based on one’s preparation and contributions during
tutorial activities
• Business Research Component (BRC) Assessment (2%):
− Option 1- participate in a research study.
− Option 2- research paper review.
 For detailed information, please refer to the Assignments tab on your course CANVAS site.
Install SPSS
Install Citrix Workspace Application (available on Windows 7 and 10)
Step1: Click on the links based on your machine to install the Citrix Workspace App Windows or Mac.
If Connecting from CHINA, use the new VPN service https://secure-client.sydney.edu.au to enhance your connection speed.
If Citrix Workspace asks for an email address, close this dialogue. An email address is not required at this step.
Step2: Login to Citrix Workspace via browser: Go to https://uniconnect.cloud.com/ and login in the format (as
shown in the picture) "shared\unikey" and use your UniKey password.
Step3: Multi-factor authentication (MFA) is being added to the UniConnect web-based portal by Wednesday 10 November.
(Read more on setting up your devices for MFA on our Services Portal at Set up MFA - Okta primary authenticator.)
Contacting the teaching team and Q&A
As the course is a mixed-mode (remote learning & on-campus), it's very important to communicate
with each other effectively. Throughout the semester, we know some of you may have questions. We
have summarized Frequent Q&As posted on Canvas (FAQ). The FAQ section will be updated
periodically.
1. When you have any questions, please firstly check FAQ before contacting the teaching team.
2. If you could not find an answer from FAQ, feel free to discuss with your tutors (via email or
consultation in tutorial session). We encourage a group of students (who have a similar
question) to come together to make our communication effective.
3. If you could not find an answer from your tutors or in your group members, please use the
"Discussions" section on Canvas, where students in other groups or streams can discuss a topic
with each other. As students generally have similar questions and your peers may already have
an answer. Any student can respond to the others’ questions in the discussion section. The
teaching team will also check the "Discussions" section periodically and resolve the queries if
necessary.
4. Certainly, if none of the above suits, feel free to contact the course coordinator via email or
attend a weekly consultation via Zoom (Friday 4 pm). We will find the best way to answer your
questions.
FAQ (Please check FAQ firstly before asking the teaching team)
• I want to change my tutorial session, but I cannot do so on the system.
You can change to that tutorial session in which you have formed a group only when it's not full. If you want to change your stream but
cannot on the website for some reason, please contact Timetable Unit directly. Lecturers and tutors don't have access to it. There is a
form to apply for Assistance with Timetable changes in Special Circumstances. Students must first read what those Special
Circumstances are and what the Timetable Unit will or will not be able to do for them.
• Do I have to form a group within the tutorial session?
Yes, you need to form a group within the officially enrolled tutorial session on the timetable, as there will be planned group activities
within the tutorial session.
• I have already formed a group in a different tutorial session. I want to change to that tutorial session, but it says it's full.
You can change to that tutorial session in which you have formed a group only when it's not full. So, please form a group within the
officially enrolled tutorial session on the timetable.
• I'm outside Australia. Is all the assessment I can do outside Australia (e.g., participation, exams)?
Yes, all will be online and all the students including those outside Australia can complete them online.
• I'm enrolled in another subject which also requires me to complete the BRC (Business Research Component) study,
therefore, do I have to complete two separate studies to satisfy the requirements of both?
Yes, in this case, you need to complete two different studies.
• Does every single member in the group require to submit an assignment?
If it is a group project, only one copy per group. However, all group members should contribute to it. If it is an individual assignment,
every student should submit the assignment.
Project Group Formation
Finalize project groups (5 students) for the group assessment (research report and
presentation) and submit group establishment form by Week 3 Monday 11:59pm
on Canvas. Otherwise, you will be randomly allocated at week 3 tutorial.
We will finalize group formation in the Week 3 tutorial session
 Contacting other students
Students can contact each other by using Canvas’ messaging system – if they select Inbox in the
Global Navigation they can navigate to the Unit/Course and then navigate to all students, selected
students, etc., and message them that way. Here is the Canvas Instructions for students:
https://guides.instructure.com/m/4212/l/710324-how-do-i-use-conversations-as-a-student
Peer Evaluation Form
Please give a mark of 100 to the group member(s) who you believed made the greatest contribution to
the group (other than yourself). Please rate the contribution of each other member of your group on a
scale of 0 to 100, where 0 means they made no contribution and 50 means they made half the
contribution of the group’s leading contributor. You are not required to rate your own contribution.
Please provide explanations for ratings of 80 or less, and if appropriate, describe how you have
attempted to encourage the group member to improve their performance (number according to the
numbers next to the group members’ names above). These comments are reviewed if students appeal
their peer evaluations, so it is important that your explanations are factual, legible and professional.
You will submit peer evaluation form “individually” by the due date of research report. Your
mark can vary depending on your group members’ peer evaluation.
Checking Information & Resources on Canvas
– UoS Outline
– Project Guideline
– Presentation Guideline
– Group Establishment Form
– Peer evaluation From
– Referencing Guide (APA style 6th edition)
Schedule
Week Topic Assessment Due
Week 01 Course introduction; Marketing research insight No tutorial
Week 02 Measurement and questionnaire design Project group formation (in tutorials)
Week 03 Analyzing the data: preliminary analysis Group establishment form due
Week 04 Analyzing the data: testing for difference I
Week 05 Analyzing the data: testing for difference II
Week 06 Revision I
Week 07 Mid-term
Week 08 Analyzing the data: testing for association I
Week 09 Analyzing the data: testing for association II
Week 10 Analyzing the data: testing for association III
Week 11 Analyzing the data: multivariate analysis I
Week 12 Analyzing the data: multivariate analysis II Group presentations I (in tutorials)
Week 13 Revision II Group presentations II (in tutorials)
• Prepare bullet points for a 30sec “elevator pitch”
Who are you?
Education – faculty, discipline, majors, interests
Sport, hobbies
Culture, language(s)
Interests and experiences
Why do you take this course?
Get to know each other [5 min]
Overview of
Marketing Research
LEARNING OBJECTIVES
 Definition of marketing research
 The importance of marketing
research
 Understanding of marketing
research process
What is Marketing?
Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.
Need for Marketing Insight
• What Do Today’s Buyers Want?
• Today’s Buyers are:
– Skeptical
– Cautious
– Tired of selling and sales pressure
– Busy
– Confused
SOURCE: findmorebuyers.com/page.cfm/11, January 2003.
Example: Conquering Latino Homes
• Hispanics account for nearly 15% of the U.S. population.
• Research shows that Latino households contribute $600 billion of $1.3
trillion purchasing power of multicultural population.
• In 2003 only 5.1% of total advertising dollars in the United States was
focused on Latinos.
• By 2050, Hispanic population would represent 25% of US population.
• What do you think the problem is?
What is Marketing Insight?
Market insight is the discovery of a relevant, actionable
and previously unrealized reality about a target market as
the result of deep, subjective data analysis. In other words,
the best market insights offer value for both the seller and
the companies in need of the innovation.
What is Marketing Research?
Marketing research is the process of designing, gathering,
analyzing, and reporting information that may be used to
solve a specific marketing problem.
• Helps by providing accurate, relevant and timely information
• Links consumer, customer, and public to the marketer through information
− Identify and define marketing opportunity and problems
− Generate, redefine and evaluate marketing actions
− Monitor marketing performance
(from AMA’s official definition of Marketing Research)
Marketing Research Process
Defining the problem
Planning a research design
Collecting the data
Analysing the data
Formulating the conclusions and preparing the report
Understand the Background of the Problem
When the problem situation is unclear, conduct:
– Situation analysis: Informal gathering of background
information to familiarise researchers or managers with the
decision area
– Literature review: Looking at past research in the area
– Secondary research: Using already existing research
material, available by public libraries, websites, etc. (e.g.,
data drawn from news articles, academic papers,
government documents, statistical databases, and historical
records)
Research Question
Asks what specific information is required to achieve
the research purpose
e.g., Determine if a specific advertisement should be run:
• Will the advertisement be noticed?
• Will it be interpreted accurately?
• Will it influence attitudes?
Determine the Relevant Variables
Independent Variable
Dependent Variable
Determine the Relevant Variables
• Independent: variable that is expected to influence the
dependent variable, variables which the researcher has
control over and wishes to manipulate (e.g., 4Ps; ad
type; display location; method of compensating
salespersons; price; product type)
• Dependent: variable that is to be predicted or explained,
variables that are measured in response to changes in
independent variable (e.g., service quality, product sale)
Hypothesis Development
• Hypothesis: an unproven proposition or a possible solution to a
problem
• A conjectural statement about a relationship between two or more
variables that can be tested with empirical data
Generating a hypothesis:
− Manager’s experience with related problems, coupled with
knowledge and judgment
− Draw on previous research efforts from other disciplines such as
Psychology, Sociology, Marketing, Economics
Research Question vs. Research Hypothesis
Research Question Hypothesis
Questioning what the researcher wants to
learn – without making a claim about what
might be causing the issue at hand.
A claim, or argument about your theory of
what is causing “X” that you will research to
prove or disprove.
• We don’t know why sales are declining, so
let’s research the problem to find out.
• Sales are declining because of
competition.
• There is a positive relationship between
buying on the Internet and the presence of
younger children in the home.
• Sales are lower for salespeople in regions
that receive less advertising support.
• Consumers will experience cognitive
dissonance after the decision to purchase
a plasma rather than an LCD widescreen
television.
Quiz!
Q1. Consider the statement, ‘Social media advertising is driving the sales growth of a
new product.’ Which types of variables are ‘social media advertising’ and ‘sales growth of
a new product’, respectively?
a. both are dependent variables
b. dependent; independent
c. independent; dependent
d. Both are interdependent variables
Q2. The process of creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large is called marketing (True
or False?)
Quiz!
Q3. The planning, collection, analysis of data, and the communication of the results of
this analysis to management is called the process of:
a. marketing
b. marketing research
c. prediction
d. Marketing mix
Q4. Marketing research is a good way to discover opportunities for increased sales and
profits in the marketplace. (True or False?)
Brainstorm [10 min]
• Pick a company and explore backgrounds of the industry using any
resources.
• Identify 6 key factors that influence the company.
• Pick the most important 2 factors for the company and demonstrate 2
hypotheses.
• What are IV and DV?
[summarize the outcome]
Housekeeping
• Install SPSS on your computer before tutorial in week 2.
• Think of the research questions and hypothesis you are
interested in (to discuss them with your future group
members).
Q&A