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Unit of Study

Marketing Research
UoS Code MKTG2113
Credit points 6
Offered Semester 1
Prerequisites MKTG1001
Prohibitions MKTG1002
Assumed Knowledge
Additional Information
Lectures 1x 2hr lecture and 1x 1hr tutorial per week
Assessment tutorial participation (10%), mid-semester exam (20%), presentation (10%), research report (30%), final exam (30%)
Description Fundamental to marketing is a requirement to understand who your customers are and what they want. Marketing research is the essential activity of discovering information and presenting it in a useful format to marketing decision makers. This unit introduces the skills and knowledge necessary to allow students to accurately formulate research questions and then discover answers ensuring that these are accurate, reliable and timely. Particular focus is given to different approaches to and aspects of data collection, including: qualitative research; secondary data collection; questionnaire design; sampling; experimental design; validity and basic data analysis.