Unit description

Aims to cover all aspects of the marketing research process as an aid to improved decision making within the organisation. Topics covered include the requirements of scientific method, sources of data, data collection methods and techniques, analysis and presentation of data and results; with careful consideration of the limitations of different methods and techniques. Emphasis is on practical application to “real life” situations.

Unit content

This unit presents the marketing research process for exploratory and descriptive research. This is to guide you through your survey-based research project. The last topic considers an additional research area - causal research (experimentation, including test marketing).
 
Topic 1 Introduction to marketing research, the research process and problem definition
Topic 2 Exploratory research: Qualitative and secondary data
Topic 3 Descriptive research: Survey and observation
Topic 4 Measurement concepts and questionnaire design
Topic 5 Sampling
Topic 6 Fieldwork
Topic 7 Data preparation
Topic 8 Basic data analysis
Topic 9 Advanced data analysis
Topic 10 Communicating research results

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

Learning outcomes and graduate attributes

Prescribed texts

Session 1

  • Burns, AC & Bush, RF, 2014, Marketing Research (International Edition), 7th edn, Pearson Education, Edinburgh Gate (England). ISBN: 13-978-0-273-76851-7.

Session 2

  • Burns, AC & Bush, RF, 2014, Marketing Research (International Edition), 7th edn, Pearson Education, Edinburgh Gate (England). ISBN: 13-978-0-273-76851-7.

Session 3

  • Burns, AC & Bush, RF, 2014, Marketing Research (International Edition), 7th edn, Pearson Education, Edinburgh Gate (England). ISBN: 13-978-0-273-76851-7.
Prescribed texts may change in future study periods.

Teaching and assessment

Gold Coast

Teaching method
Lecture online 1 hour (8 weeks)
Tutorial on-site 2 hours (10 weeks)
Lecture on-site 1 hour (2 weeks)
Assessment
Quiz20%
Project proposal20%
Presentation20%
Project report30%
Reflective writing5%
Reflective writing5%

Lismore

Teaching method
Lecture online 1 hour (8 weeks)
Tutorial on-site 2 hours (10 weeks)
Lecture on-site 1 hour (2 weeks)
Assessment
Quiz20%
Project proposal20%
Presentation20%
Project report30%
Reflective writing5%
Reflective writing5%

Online

Teaching method
Lecture online 1 hour (8 weeks)
Lecture on-site 1 hour (2 weeks)
Assessment
Quiz20%
Project proposal20%
Presentation20%
Project report30%
Reflective writing5%
Reflective writing5%

Papua New Guinea - IBSU Port Moresby

Teaching method
Structured online learning
Assessment
Quiz20%
Project proposal20%
Presentation20%
Project report30%
Reflective writing5%
Reflective writing5%

Singapore - MDIS

Teaching method
Structured online learning
Assessment
Quiz20%
Project proposal20%
Presentation20%
Project report30%
Reflective writing5%
Reflective writing5%
Notice

Intensive offerings may or may not be scheduled in every session. Please refer to the timetable for further details.

Southern Cross University employs different teaching methods within units to provide students with the flexibility to choose the mode of learning that best suits them. SCU academics strive to use the latest approaches and, as a result, the learning modes and materials may change. The most current information regarding a unit will be provided to enrolled students at the beginning of the study session.

Fee information

Domestic

Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2015 Commonwealth Supported only. Student contribution band: 3

Fee paying courses
For POSTGRADUATE or UNDERGRADUATE full fee paying courses please check Domestic Postgraduate Fees OR Domestic Undergraduate Fees

International

Please check the international course and fee list to determine the relevant fees.

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