Students will be introduced to contemporary marketing research practices and guided to tackle practical problems using research tools. This subject covers research question development, research project design, data analysis, and managerial decision making.

Upon successful completion of the requirements for this course, students will be able to:

1. design and undertake a basic marketing research project;
2. acquire and analyse data to make marketing decisions;
3. identify appropriate marketing decision models to address common marketing problems; and,
4. produce an evidence based marketing plan.

Group project 30%

Quiz/Tutorial Activity 20%

Exam 50%

A minimum of three contact hours per week

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

Principles of Marketing Engineering (2nd Edition)

For further information please refer to the Course Website