| 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: | |
| 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: |
| | 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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