Students will be introduced to the marketing research process and the design of effective marketing research projects using case examples along with past research projects and industry examples. The course provides students with a practical applied introduction to the marketing research process and how this translates into marketing tactics and decisions emphasising;

• the scope and methodology of applied marketing research in marketing decision making
• developing knowledge and practical skills to plan, implement and report marketing research projects
• translating a management problem into a research oriented problem, including the development of research objectives and hypotheses
• providing students with the skills to be able to integrate marketing research concepts to analyses of individual customers and the market
• To enable students to undertake research design, data collection methods, sample design, analysis of exploratory data and interpretation of findings.

Build knowledge to confidently communicate ideas in client language related to research findings. Improving written and oral skills to confidently and competently communicate through  discussions related to research and express personal view points. Confidently and sympathetically evaluate work and ideas presented by your peers. Be able to work efficiently and effectively in a team environment to achieve specific outcomes. Further develop skills in finding and accessing information effectively and evaluating its  quality and relevance.

At least three contact hours per week

STAT1008 Quantitative Research Methods or STAT1009 Business Statistics, and MKTG2004 Marketing.

Malhotra, Naresh K. Marketing Research: An Applied Orientation (5th Edition)

No change

For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG2001