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Unit Summary
Unit type
UG Coursework Unit
Credit points
12
AQF level
Level of learning
Advanced
Former School/College
Co-requisites
MKT00102 - Consumer Behaviour MAT10251 - Statistical Analysis
Anti-requisites
MAT00400 Research Methods
Unit aim
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
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: | GA1 | GA2 | GA3 | GA4 | GA5 | GA6 | GA7 | |
---|---|---|---|---|---|---|---|---|
1 | demonstrate understanding of key concepts used in marketing research | |||||||
2 | translate managerial research problems into marketing research questions and design an appropriate survey-based marketing research plan | |||||||
3 | present and defend the marketing research plan orally | |||||||
4 | implement the marketing research plan — collect data, undertake basic data analysis using appropriate software, interpret results, draw meaningful conclusions and report | |||||||
5 | critically reflect on the marketing research plan and its implementation. |
On completion of this unit, students should be able to:
-
demonstrate understanding of key concepts used in marketing research
- GA4:
-
translate managerial research problems into marketing research questions and design an appropriate survey-based marketing research plan
- GA1:
- GA3:
- GA4:
- GA6:
-
present and defend the marketing research plan orally
- GA1:
- GA3:
- GA4:
- GA6:
-
implement the marketing research plan — collect data, undertake basic data analysis using appropriate software, interpret results, draw meaningful conclusions and report
- GA1:
- GA3:
- GA4:
- GA6:
-
critically reflect on the marketing research plan and its implementation.
- GA5:
Prescribed texts
- Burns, AC & Bush, RF, 2014, Marketing Research (International Edition), 7th edn, Pearson Education, Edinburgh Gate (England). ISBN: 13-978-0-273-76851-7.
- Burns, AC & Bush, RF, 2014, Marketing Research (International Edition), 7th edn, Pearson Education, Edinburgh Gate (England). ISBN: 13-978-0-273-76851-7.
- Burns, AC & Bush, RF, 2014, Marketing Research (International Edition), 7th edn, Pearson Education, Edinburgh Gate (England). ISBN: 13-978-0-273-76851-7.