Entry requirements and weighting

Prerequisites: BB102 & BK202
Corequisites: Nil
Credit Points: 15 credit points
Level: Year 2, Major Marketing Stream

Brief description

This course focuses upon information gathering skills, survey design, analysis of results and report compilation. Students study the application of particular research concepts and techniques as tools to aid marketing decision-making. Topics covered include the overall market research process, measurement and questionnaire design, sampling and research report writing. Several advanced statistical analytical techniques are also studied.

This unit will cover the following topics:

  1. The Marketing Research Process
  2. Qualitative and Quantitative Research
  3. Secondary Data Research
  4. Measurement and Questionnaire Design
  5. Sampling
  6. Univariate and Mulivariate Statistical Analysis
  7. Final Research Report Writing

Unit Learning outcomes

  1. judge the practical application of computer enabled research techniques
  2. demonstrate a working knowledge of marketing research in theory and practice
  3. demonstrate effective problem solving skills
  4. apply sampling techniques
  5. compare and contrast research data collection methods
  6. analyse secondary and primary data
  7. communicate research results effectively
  8. accept the Australian Market and Social Research Society (AMSRS) code of professional practice for marketing research
  9. demonstrate effective interpersonal skills and team work