Marketing and Audience Analytics (XianY: 28/10/2021)

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AMB201 Marketing & Audience Analytics

Quantitative Project Guide (Project 2)

Purpose: This project provides a comprehensive quantitative research experience. You will experience the participant perspective, researcher perspective, and develop skills in the communication of research. The project is intended to support the development of well-rounded researchers and informed consumers of research.

Key Dates: Week 7: Monday, 6 September (start date) Quantitative research studies on SONA system available for participation from this date until report submission (Part 1)

Week 8: Friday 11.59pm, 17 September (deadline) Administer surveys and upload data via online survey system by deadline (Part 2)

Week 9: Friday 11.59pm, 24 September (deadline) Submit signed consent forms via Blackboard link by deadline (Part 2)

Week 13: Friday 11.59pm, 28 October (deadline) Submit Quantitative Project Report via Turnitin on Blackboard by deadline (Part 3)

Length: Report should not exceed 2000 words (+/-10%, excludes appendices and reflections)

Weighting: 50% of grade

Quantitative Project Overview: The quantitative project is composed of three parts. Part 1 and Part 2 are designed as short practical experiences. Part 3 allows you to develop skills in communicating research. Each part is outlined below. Step-by-step instructions are provided on the next page.

Part 1 – Participant Perspective (short practical experience) You have the opportunity to take part in two short quantitative research studies running in the business school and to reflect on the experience of being a participant. A variety of studies are available (most take about 20- 30 mins). This practical experience can be used to inform how you conduct your own research (Part 2). Your reflection is to be included in your written report (Part 3). A non-participation alternative is also available.

Part 2 – Researcher Perspective (short practical experience) As a researcher, you will administer surveys to two respondents on a class research topic (allow about 15 minutes per survey). Your own experience as a research participant (Part 1) may be helpful to draw on when you conduct your surveys. Upload your survey data to the class database. Data from these surveys will be analysed and used as the basis for your research report (Part 3).

Part 3 – Communication of Research (analysis and write-up) In this part of the project you will produce a written report that includes your reflection (from Part 1), and findings from the survey conducted by the class (Part 2). Data analysis will be done by the unit co-ordinator (you can also conduct your own analysis if you want). Your report will involve you communicating insights in both written form and visual form (e.g., infographic), thus helping you to develop useful skills in communicating research. Guidance on all aspects of the analysis and report will be provided in tutorials.

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Step-by-Step Instructions Tip: Work through the steps below systematically and check-off as you go.

Part 1 – Participant Perspective (short practical experience) a) Log-in to the SONA research participation system (https://qutbusiness.sona-systems.com) using the

log-in details emailed to you in Week 1. Read through the details of available studies to see what interests you. Sessions run at a variety of times, and some are doable online. Most take about 20-30 minutes.

b) Register and take part in two studies. It can be a valuable learning experience to choose a study-type you have not previously experienced, however the choice is yours.

c) Reflect on the experience of being a research participant in your two chosen studies. Write up a brief reflection using the guide on Blackboard. You will submit your reflection with your final report.

Note: If you are unable or unwilling to participate in research, a comparable alternative can be requested. This will involve reading, and undertaking a critical review of an approved quantitative research article from an academic journal, and writing a reflection based on that. Please contact the unit coordinator by the end of Week 3 if this applies to you.

Part 2 – Researcher Perspective (short practical experience)

a) Download the survey from the link on Blackboard when it becomes available.

b) Administer the survey to two respondents (allow about 15 minutes per survey). The qualifying criteria for respondents will be outlined in class. Ensure each respondent provides signed consent.

c) Upload your survey data by entering it into the online survey system by the given deadline.

d) Submit scans or photos of your signed interview consent forms via the link on Blackboard, taking care to follow the submission instructions. Consent forms need to be stored by QUT for a period of 15 years under Qld legislation, so it is critical that you submit these as required.

Part 3 – Communication of Research (written report) a) A link to the survey data uploaded by all students in the class will be made available on Blackboard.

This data will be analysed by the unit coordinator and you will be provided with the results. The data will also be available for you to conduct your own analysis if you wish. Interpret the results.

b) Write your report using the structure discussed in class (see also Blackboard). Please use APA formatting (see QUT Cite|Write website: www.citewrite.qut.edu.au).

c) Include an appendix to your report showing scanned copies of your completed surveys (photo pasted into document is also fine). Tutors will use this to confirm your data collection.

d) Submit an electronic copy of your report (including appendix showing scans or photos to evidence your completed surveys) via Turnitin on Blackboard by the indicated deadline.

Penalties: Good research requires a systematic approach and attention to detail. Please ensure you attend to all steps listed above. A penalty of 20% of the total available mark applies to any student who does not upload two completed surveys, does not submit signed consent forms as required, or does not include an appendix showing the two completed surveys as part of their submitted assignment. For example, this assignment is marked out of 100, so 20 marks will be deducted if any of the above penalties apply. An assignment with an initial mark of 65 would be reduced to 45.