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. This subject covers secondary research, qualitative and quantitative data analysis, research question development and result reporting to provide a balanced overview of the needs and practices of contemporary marketing research

• Understand the scope and methodology of applied marketing research in marketing decision making
• Develop knowledge and practical skills to plan, implement and report marketing research projects
• Translate a management problem into a research oriented problem, including the development of research objectives and hypotheses
• Integrate marketing research concepts to analyse of individual customers and the market
• 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 30%

Individual project 30%

Exam 20%

Online Quiz/Tutorial Activity 20%

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)

For further information please refer to the Course Website