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.
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
Topic 5 Questionnaire design
Topic 6 Sampling
Topic 7 Fieldwork
Topic 8 Data preparation
Topic 9 Basic data analysis
Topic 10 Advanced data analysis
Topic 11 Communicating research results
Topic 12 Course Review and Exam Overview
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
GA1: Intellectual rigour,
GA3: Ethical practice,
GA4: Knowledge of a discipline,
GA5: Lifelong learning,
GA6: Communication and social skills,
GA7: Cultural competence
|On completion of this unit, students should be able to:||GA1||GA2||GA3||GA4||GA5||GA6||GA7|
|1||Develop problem analysing skills and the ability to translate a marketing problem into a feasible research question||Intellectual rigour||Knowledge of a discipline||Communication and social skills|
|2||Provide a working knowledge of the concepts and methods of marketing research||Intellectual rigour||Knowledge of a discipline||Communication and social skills|
|3||To educate students as to how to conduct a thorough literature review on a specific topic.||Knowledge of a discipline||Lifelong learning||Communication and social skills|
|4||To provide students with the expertise to enable them to design their own research projects from identifying gaps in the specific literatures.||Intellectual rigour||Creativity||Communication and social skills|
|5||Develop a high level of knowledge of the applications of marketing research in the organisation and its usefulness in strategy formulation.||Creativity||Ethical practice||Communication and social skills||Cultural competence|
- Burns, AC & Bush, RF, 2014, Marketing Research (International Edition), 7th edn, Pearson Education, Edinburgh Gate (England). ISBN: 13-978-0-273-76851-7.