| Effective Term: | 2025/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Marketing Research |
| Unit ID: | BUMKT3206 |
| Credit Points: | 15.00 |
| Prerequisite(s): | (BUMKT2201) |
| Co-requisite(s): | Nil |
| Exclusion(s): | (BUMKT2603) |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
This unit aims to acquaint students with both the theory and practical applications of marketing research. Its goal is to underscore the importance of marketing research in facilitating informed business and marketing decisions. Therefore, the primary emphasis will be on converting management challenges into marketing research problems, including defining research questions and setting objectives. Students will explore the nature and diverse applications of secondary and primary data, employing appropriate qualitative and quatitiative research techniques for market analysis and interpretation of research findings. Special attention will be dedicated to the ethics involved in the marketing research industry. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: No |
| Supplementary Assessment:Yes |
| Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | | | | | | | Advanced | | |  | | | |
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| Learning Outcomes: |
| Knowledge: |
| K1. | Describe the various stages of the marketing research process, including problem identification, data collection, analysis, and reporting |
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| K2. | Identify the purpose and components within a research plan/ proposal. |
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| K3. | Identify different types of research designs and their respective applications in marketing research |
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| K4. | Explain the role of ethics and compliance in marketing research and recognize their impact on research design |
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| Skills: |
| S1. | Analyse and explain the marketing research problem, and formulate the objectives, questions and/or hypotheses in order to underpin the research design |
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| S2. | Analyze and interpret quantitative and qualitative data using statistical techniques and software. |
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| S3. | Communicate research findings and recommendations effectively through written reports and oral presenations. |
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| Application of knowledge and skills: |
| A1. | Demonstrate the ability to develop a marketing research plan tailored to specific business objectives and constraints. |
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| A2. | Utilize critical thinking and problem-solving skills to address real-world marketing challenges through research-based solutions. |
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| A3. | Collaborate effectively with team members to execute research projects and achieve desired outcomes. |
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| Unit Content: |
Topics may include:
1. Introduction and the role of marketing research
2. Research management and design
3. Design of surveys
4. Measurement
5. Sampling
6. Primary and secondary data
7. Data acquisition and processing
8. Introduction to data analysis techniques
9. Applications of marketing research
10. Communicate results
11. Ethics in marketing research |
| Graduate Attributes: |
| Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FEDTASKS (Transferable Attributes Skills and Knowledge) provide a targeted focus on five key transferable Attributes, Skills, and Knowledge that are be embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and Co-operative Learning opportunities. One or more FEDTASK, transferable Attributes, Skills or Knowledge must be evident in the specified learning outcomes and assessment for each FedUni Unit, and all must be directly assessed in each Course.
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| FED TASK and descriptor | Development and acquisition of FEDTASKS in the Unit | | Level | FEDTASK 1
Interpersonal | Students will demonstrate the ability to effectively communicate, inter-act and work with others both individually and in groups. Students will be required to display skills in-person and/or online in: • Using effective verbal and non-verbal communication • Listening for meaning and influencing via active listening • Showing empathy for others • Negotiating and demonstrating conflict resolution skills • Working respectfully in cross-cultural and diverse teams. | Level 2 - Student demonstrates some independence within provided guidelines | FEDTASK 2
Leadership | Students will demonstrate the ability to apply professional skills and behaviours in leading others. Students will be required to display skills in: • Creating a collegial environment • Showing self -awareness and the ability to self-reflect • Inspiring and convincing others • Making informed decisions • Displaying initiative | N/A - Not Applicable | FEDTASK 3
Critical Thinking and Creativity | Students will demonstrate an ability to work in complexity and ambiguity using the imagination to create new ideas. Students will be required to display skills in: • Reflecting critically • Evaluating ideas, concepts and information • Considering alternative perspectives to refine ideas • Challenging conventional thinking to clarify concepts • Forming creative solutions in problem solving. | Level 3 - Student works independently with limited guidance or works within self-determined guidelines appropriate to context | FEDTASK 4
Digital Literacy | Students will demonstrate the ability to work fluently across a range of tools, platforms and applications to achieve a range of tasks. Students will be required to display skills in: • Finding, evaluating, managing, curating, organising and sharing digital information • Collating, managing, accessing and using digital data securely • Receiving and responding to messages in a range of digital media • Contributing actively to digital teams and working groups • Participating in and benefiting from digital learning opportunities. | Level 2 - Student demonstrates some independence within provided guidelines | FEDTASK 5
Sustainable and Ethical Mindset | Students will demonstrate the ability to consider and assess the consequences and impact of ideas and actions in enacting ethical and sustainable decisions. Students will be required to display skills in: • Making informed judgments that consider the impact of devising solutions in global economic environmental and societal contexts • Committing to social responsibility as a professional and a citizen • Evaluating ethical, socially responsible and/or sustainable challenges and generating and articulating responses • Embracing lifelong, life-wide and life-deep learning to be open to diverse others • Implementing required actions to foster sustainability in their professional and personal life. | Level 1 - Students require directions and boundaries from mentor |
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| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K2, K3, K4, S1, A1 | Prepare a Research Proposal to address a topical research problem | Group Proposal | 20-40% | | 2. | K3, S2, A3 | Analyze a dataset relating to the research problem addressed in Task 1, interpreting the findings and reflecting on their significance in the context of the research. | Individual or Group report | 20-30% | | 3. | K1, K2, S3, A2, A3 | Compile a comprehensive project summary report, incorporating pertinent secondary data and discussing how the results of their analysis contribute to addressing the research problem identified in Task 1. | Individual or Group report and presentation | 40-50% |
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