Marketing Research (MKTG2113)

UNIT OF STUDY

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.

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Further unit of study information

Classes

1x 2hr lecture and 1x 1hr tutorial per week

Assessment

group project (planning and executing market research (18%) and analysing quantitative data (18%)), tutorial participation (10%), research participation (6%), and exams (mid-semester (20%) and final (28%))

Faculty/department permission required?

No

Unit of study rules

Prerequisites and assumed knowledge

MKTG1001

Prohibitions

MKTG1002

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Non-award/non-degree study

If you wish to undertake one or more units of study (subjects) for your own interest but not towards a degree, you may enrol in single units as a non-award student.

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Cross-institutional study

If you are from another Australian tertiary institution you may be permitted to underake cross-institutional study in one or more units of study at the University of Sydney.

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