Overview

The process of marketing research. Role of research in the marketing decision process. Developing key outputs -- brief, proposal, report. Planning and managing a research project. Qualitative and quantitative research techniques. Statistical analysis, marketing interpretation and reporting.

Offerings

S1-01-CAULFIELD-ON-CAMPUS
S2-01-CAULFIELD-ON-CAMPUS

Rules

Enrolment Rule

Contacts

Chief Examiner(s)

Dr Bhoomija Ranjan
Dr Han Chen

Learning outcomes

On successful completion of this unit, you should be able to:
1.

analyse key concepts and methods used in marketing research

2.

formulate a theoretical framework for a marketing problem/opportunity

3.

formulate research design and incorporate ethical considerations to foster inclusivity in global business contexts

4.

apply appropriate statistical software and any emerging technologies to analyse data

5.

interpret statistical output from a marketing perspective.

Teaching approach

Problem-based learning
Case-based teaching

Assessment

1 - Written
2 - Quiz / Test
3 - Written
4 - Exercise
5 - Exercise

Scheduled and non-scheduled teaching activities

Lectures
Tutorials

Workload requirements

Workload

Learning resources

Required resources