This course is directed at students interested in quantitative methods of marketing research and provides an introduction to many of the techniques currently used in modern marketing practice. The course will familiarize students with fundamental concepts of marketing research and some of the frequently encountered research topics and techniques used in marketing practice. The topics to be covered will be in the areas of data collection and techniques of data analysis; and may include techniques used in: market segmentation and targeting; positioning and branding; pricing; product design; and advertising and promotion. In conjunction with appropriate marketing courses such as MKTG2001(Marketing Research), this unit aims to provide students with an overview of the marketing research process. Emphasis will be placed on case studies of marketing practice and on the practical application of the methods discussed.

• To give students an appreciation of the role that marketing research plays in decision making by marketing managers.
• To equip students to find and access market research information effectively and to evaluate the quality and relevance of this information.
• To further develop the knowledge and practical skills for students to plan, implement and report marketing research projects.
• To improve written and oral skills in communicating research findings to a range of clients.

To be able to work efficiently and effectively as part of a market research team and to be able to critically evaluate information and ideas presented by other members of the team.

• Project work: 40%
• Examination: 60%

An average of 10 hours study per week, including attendance at two one-hour lectures and one one-hour tutorial or computing workshop each week

Successful completion of MKTG2001, which discusses the formulation of marketing research problems, and an introductory unit in statistics such as STAT1008 (Quantitative Research Methods) are essential prerequisites for undergraduate students enrolling in STAT2003.

MKTG2001 Marketing Research, and either STAT1008 Quantitative Research Methods or STAT1003 Statistical Techniques

The text for this course will be the same text that was prescribed in MKTG2001, a copy of which is available on short loan in the Chifley Library:

• NK Malhotra Marketing research: an applied orientation, 5th Edn, Pearson Prentice Hall, Upper Saddle River, New Jersey, 2007

Packaged with this text is a CD containing a student version of SPSS statistical computing package; which we will be using in computing workshops and which you will need to do the work for your project. A copy of this CD will be is also available on short loan in the Chifley Library. Another version of SPSS is also available on all InfoCommons computers on the ANU campus.

Students may also find it useful to have access to a pocket calculator for project work and especially for the final exam.

Please refer to Course Website