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.
Unit details and rules
Academic unit | Marketing |
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Credit points | 6 |
Prerequisites
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MKTG1001 |
Corequisites
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None |
Prohibitions
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None |
Assumed knowledge
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None |
Available to study abroad and exchange students | Yes |
Teaching staff
Coordinator | Stacey Brennan, stacey.brennan@sydney.edu.au |
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Lecturer(s) | Stacey Brennan, stacey.brennan@sydney.edu.au |