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Unit of Study MRKT3002 - Marketing Research (2023)

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Unit Snapshot

  • 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 the marketing research process/ problem definition

Module 2: The research design

Module 3: Measurement and questionnaire design

Module 4: Sampling and fieldwork

Module 5: Data analysis

Module 6: Communicating the research results

Availabilities

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

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

obtain a working knowledge of the concepts and methods of marketing research

demonstrate expertise in designing a marketing research project to address a real-life marketing problem.

Prescribed learning resources

Prescribed Texts
  • Burns, AC & Bush, RF, 2017, Marketing Research (International Edition), 8th edn, Pearson Education, Edinburgh Gate (England). ISBN: 13: 9781292153261.
Prescribed Resources/Equipment

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

Prescribed Texts
  • Burns, AC & Bush, RF, 2017, Marketing Research (International Edition), 8th edn, Pearson Education, Edinburgh Gate (England). ISBN: 13: 9781292153261.
Prescribed Resources/Equipment

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

Prescribed Learning Resources may change in future Teaching Periods.