Students will be introduced to the marketing research process and the design of effective marketing research projects and how this translates into marketing tactics and decision making 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 analyse 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.
• Develop 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.
• Develop skills in finding and accessing information effectively and evaluating its  quality and relevance.

Group project 40%

Individual project 20%

Exams 40%

A minimum of 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)

Lilien, G., Rangaswamy, A and DeBruyen, A. (2007) Principles of Marketing Engineering

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