Marketing Research
UndergraduateTAS-BMA3312024
Course information for 2024 intake View information for 2025 course intake
Enrolments for this course are closed, but you may have other options to start studying now. Book a consultation to learn more.
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- No ATAR needed, No prior study
- Duration
- 14 weeks
- Loan available
- HECS-HELP and FEE-HELP available
Marketing Research
About this subject
Upon completion of this subject, the student should be able to:
- Explain the fundamental marketing research concepts that facilitate problem definition and critically analyse approaches to solve the problem.
- Analyse and evaluate basic marketing research theory.
- Explain and analyse the process by which information is gathered, analysed, and interpreted to address research problems in an ethical manner.
- Week 1 - Introduction to Marketing Research
- Week 2 - Defining Research Problem, Developing an Approach and Secondary Data
- Week 3 - Qualitative Research
- Week 4 - Survey and Measurements
- Week 5 -Sampling Design and Procedure
- Week 6 - Questionnaire Preparation and Designing
- Week 7 - Data Collection and Preparation
- Week 8 - Mid-term Review and Self-Directed Learning
- Week 9 - Data Analysis 1: Frequency and Cross-tabulation
- Week 10 - Data Analysis 2: Hypothesis Testing Related to Differences
- Week 11 - Data Analysis 3: Hypothesis Testing Related to Correlation and Regression
- Week 12 - Report Preparation and Presentation
- Week 13 - Subject Review
Marketing research is one of the most important aspects of marketing. It is the process by which firms acquire market information that facilitates their decision-making. Given the rapid evolution of the business world, it is critical that firms know who their customers are, what they do, why they do it, when their purchases take place and where. Marketing research enables firms to determine if they have met consumer needs and demands, or if any changes are necessary in the delivery and features of new and existing products. Through this marketing research process, firms can better communicate with, and collect information from, existing and potential customers. As it is the customers who ultimately decide whether a product will be acceptable or not, this allows firms to rapidly adapt to otherwise unpredictable customer needs.
This subject introduces students to the fundamental principles that underpin the process of designing and implementing effective marketing research. This process consists of: problem identification; research approach development; research design formulation; data gathering, preparation and analysis, and presentation of marketing research. By analysing real world business cases, and undertaking thorough research tasks, students will gain a keener insight into the workings of marketing research. The knowledge gained through undertaking this subject will help students to become skilled marketers who can evaluate, design, and conduct market research.
- Assessment Task 3: Data Analysis (40%)
- Assessment Task 2: Research Plan (30%)
- Assessment Task 1: Workshop Assessment (30%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
No entry requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
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What to study next?
Once you’ve completed this subject it can be credited towards one of the following courses
Bachelor of Business (Marketing)
UndergraduateTAS-BMK-DEG
Undergraduate Certificate in Marketing Analytics
UndergraduateTAS-MKA-CTF
Bachelor of Business and Bachelor of Psychological Science
UndergraduateTAS-BPS-DEG
Bachelor of Business and Bachelor of Economics
UndergraduateTAS-BEC-DEG
Bachelor of Business and Bachelor of Science
UndergraduateTAS-BBS-DEG
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