Marketing research is an essential research activity which provides objective, accurate and timely information to entities (e.g. government, businesses and not-for-profit organisations) to help reduce the uncertainty and risk associated with decision-making. This unit introduces students to the preparation and planning work required when initiating a marketing research project. Conducting market research requires a thought process to formulate research questions, and propose a research strategy adhering to best practices that answer the research questions posed. Particular emphasis is given to the initial stages of the market research process involving problem identification, problem contextualisation and conceptualisation, developing a research proposal, conducting exploratory research through secondary data and administering a pilot survey as well as conducting some basic analysis.
1x 2 hour lecture and 1x 1 hour lab/tutorial per week
tutorial participation (10%); mid-semester exam (25%); group presentation (10%); research proposal (25%); final exam (30%)
For students commencing from 2018 only. For pre-2018 continuing students, this unit cannot be taken in replacement of MKTG2113.