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Unit of Study MRKT3002 - Marketing Research (2026)

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Unit Snapshot

  • Anti-requisites

    MAT00400 Research Methods

  • Enrolment information

    N/A

Unit description

Aims to cover all aspects of the marketing research process as an aid to improved decision making within the organisation. Topics covered include the requirements of scientific method, sources of data, data collection methods and techniques, analysis and presentation of data and results; with careful consideration of the limitations of different methods and techniques. Emphasis is on practical application to “real life” situations.

Unit content

Module 1: Introduction to marketing research

Module 2: The research design process

Module 3: Measurement, scaling and questionnaire design

Module 4: Sampling and fieldwork

Module 5: Data preparation and analysis

Module 6: Communicating the research results

Availabilities

Location Domestic International
Gold Coast
Term4
Term4
Melbourne N/A
Term4
Online
Term2,4
Term2,4
Perth N/A
Term4
Sydney N/A
Term4

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

On completion of this unit, students should be able to:

develop the ability to translate a marketing problem into a feasible research question

explain key concepts and methods of marketing research and apply appropriate techniques to design and interpret research for marketing decisions

design and justify a marketing research project that addresses a real-life marketing problem using appropriate research methods.

Prescribed learning resources

Prescribed Texts
  • Burns, AC & Veeck, AF, 2019, Marketing Research (Global Edition), 9th edn, Pearson Education, Edinburgh Gate (England). ISBN: 9781292318042 (print version); 9781292318097 (eBook).
Prescribed Resources/Equipment

  • Please see 'Managing your study' for note regarding analytical software required in this unit.

Prescribed Texts
  • Prescribed text information is not currently available.
Prescribed Resources/Equipment
  • Prescribed resources/equipment information is not currently available.

Prescribed Learning Resources may change in future Teaching Periods.