BK210 - Market Research

Credit Points: 15

Prerequisite: BB105 Marketing Principles, BK202 Consumer Behaviour

Co-requisite: N/A

Workload: 36 contact hours

Campus: Melbourne, Sydney

Aims & Objectives

This is a second-year Core Unit in the Bachelor of Business, major in Marketing. 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

At the completion of this unit students should be able to:

  1. Discuss the importance of market research and principal steps involved in the research process.
  2. Demonstrate an understanding of the ethical framework that market research needs to operate within
  3. Recognise the differences in scale types, and describe the principles of data transformation.
  4. Plan and undertake qualitative or quantitative market research and demonstrate the ability to appropriately analyse data to resolve market issues.
  5. Develop the knowledge and practical skills to plan, implement and report market research projects.

Teaching Method

Lecture: 2 hours
Tutorial/Workshop: 1 hour
Face to Face


Assessment Task
Learning Outcomes Assessed
Contribution in classa-e*10%
Literature Review (Individual)a-d*15%
Research Proposal and Questionnaire Design (Group)a-e*25%
Final Examination (3 hours)a-e*50%
Total 100%

*refer to learning outcomes above.


Babin, B., J., Zikmund, W., J., (2016), Essentials of Marketing Research (6th ed.) South-Western, Australia, Cengage Learning

Reference Reading

  • D’Alessandro, S., Lowe, B., Winzar, H., Sigmund, W., Babin, B. (2016). Marketing Research (4th Asia-Pacific Edition). Cengage Learning: 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

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 communicateIndependent and Lifelong LearningEthicsAnalytical and Problem Solving Cultural and Global AwarenessTeam workSpecialist knowledge of a field of study


Colour coding    

Extent covered

                               The standard  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 standard 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 standard 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 standard 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 standard  is not considered, there is no theory or practice or activities associated with this standard