BK210 - Market Research

Credit Points: 15 credit points

Workload: 36 hours

Prerequisite: BB105 Marketing Principles and BK202 Consumer Behaviour

Co-requisite: N/A

Aims & Objectives

This is a second-year Core Unit in the Bachelor of Business, major in Marketing. For Course Learning Outcomes and further information relating to Bachelor of Business programs please visit our website: http://www.mit.edu.au/study-with-us/programs/bachelor-business.

In today’s competitive market environment, companies tend to want to know who are them losing their customers to and how to gain them back or to increase their revenue against their rivals. So this course focuses upon how to research the market by identifying business market issues, gaining market research skills to gather information, learn to plan survey design, importance of survey research, analysis of data and interpretation of results to present report compilation. Students study the application of particular research concepts and techniques as tools to aid marketing decision-making.
Unit topics include:

  • Introduction to marketing research process
  • Marketing research ethics
  • Quantitative and qualitative research tools
  • Sampling designs
  • Data analysis
  • Data discussion
  • Marketing research report

Learning Outcomes

The Course learning outcomes applicable to this unit are listed on the Melbourne Institute of Technology’s website: www.mit.edu.au
At the completion of this unit students should be able to:
a. Discuss the importance of market research and principal steps involved in the research process.
b. Demonstrate an understanding of the ethical framework that market research needs to operate within.
c. Recognize the differences in scale types and describe the principles of data transformation.
d. Plan and undertake qualitative or quantitative market research and demonstrate the ability to appropriately analyze data to resolve market issues.
e. Develop the knowledge and practical skills to plan, implement and report market research projects.


Assessment Task Due Date A B Unit Learning Outcomes
1. Formative Assessment Week 3 - 5% a,d
2. Contribution and participation Weeks 11-12 - 5% a-e
3. Questionnaire Design Week 6 10% - a-d
4. Data Collection and Analysis Week 11 30% - a-e
5. Final Assessment [3 hours] Examination Period - 50% a-e
TOTALS   40% 60% 100%

Task Type: Type A: unsupervised, Type B: supervised.

Contribution and Participation (5%)

This unit has class participation as an assessment. The assessment task and marking rubric will follow the Guidelines on Assessing Class Participation (https://www.mit.edu.au/about-us/governance/institute-rules- policies-and-plans/policies-procedures-and-guidelines/Guidelines_on_Assessing_Class_Participation). Further details will be provided in the assessment specification on the type of assessment tasks and the marking rubrics.

Teaching Methods

NOTE: All School of Business units 3-hour workshops Flipped Classroom Mode. 

Textbook and Reference Materials

Note: Students are required to purchase the prescribed text book and have it available each week in class.

Prescribed Text Book

  • Essential Readings Stipulated in Moodle (All Weekly topics have been condensed from over Eight different Textbooks in the Marketing Research Domain Specifically for BK210).

Other recommended references

  • Babin, B.J., Zikmund, W.J. (2019). Essentials of Marketing Research (7th ed.) Cengage Learning: Australia.
  • D’Alessandro,S., Lowe,B.,Winzar,H.,Sigmund,W.,Babin,B.(2016).MarketingResearch(4thAsiaPa cificEdi tion). CengageLearning:Australia.
  • Malhotra, N. (2013). Basic Marketing Research (4th ed.). Pearson Higher Ed: USA.
  • Hair, J., Wolfinbarger, M., Bush, R. &Ortinau, D. (2012). Essentials of Marketing Research (3rd ed.). McGraw Hill Education: Australia.

Adopted Reference Style: APA can be found in MIT library referencing.

Graduate Attributes

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving Cultural and Global Awareness Team work Specialist knowledge of a field of study


Levels of attainment Extent covered
The attribute is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations.
The attribute is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations.
The attribute is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations.
The attribute is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials.
The attribute is not considered, there is no theory or practice or activities associated with this attribute.