Availabilities:

2021 unit offering information will be available in November 2020

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
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

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.

GA1: Intellectual rigour, GA2: Creativity, 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:GA1GA2GA3GA4GA5GA6GA7
1develop problem analysing skills and the ability to translate a marketing problem into a feasible research questionIntellectual rigourKnowledge of a disciplineCommunication and social skills
2provide a working knowledge of the concepts and methods of marketing researchIntellectual rigourKnowledge of a disciplineCommunication and social skills
3to educate students as to how to conduct a thorough literature review on a specific topicKnowledge of a disciplineLifelong learningCommunication and social skills
4to provide students with the expertise to enable them to design their own research projects from identifying gaps in the specific literaturesIntellectual rigourCreativityCommunication and social skills
5develop a high level of knowledge of the applications of marketing research in the organisation and its usefulness in strategy formulation.CreativityEthical practiceCommunication and social skillsCultural competence

On completion of this unit, students should be able to:

  1. develop problem analysing skills and the ability to translate a marketing problem into a feasible research question
    • GA1: Intellectual rigour
    • GA4: Knowledge of a discipline
    • GA6: Communication and social skills
  2. provide a working knowledge of the concepts and methods of marketing research
    • GA1: Intellectual rigour
    • GA4: Knowledge of a discipline
    • GA6: Communication and social skills
  3. to educate students as to how to conduct a thorough literature review on a specific topic
    • GA4: Knowledge of a discipline
    • GA5: Lifelong learning
    • GA6: 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
    • GA1: Intellectual rigour
    • GA2: Creativity
    • GA6: 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.
    • GA2: Creativity
    • GA3: Ethical practice
    • GA6: Communication and social skills
    • GA7: Cultural competence

Teaching and assessment

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 2021 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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