Availabilities:

LocationDomesticInternational
MelbourneN/A
OnlineN/A
PerthN/A
SydneyN/A

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

Module 1: Introduction to the marketing research process/ problem definition

Module 2: The research design

Module 3: Measurement and questionnaire design

Module 4: Sampling and fieldwork

Module 5: Data analysis

Module 6: Communicating the 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.

On completion of this unit, students should be able to:
1develop the ability to translate a marketing problem into a feasible research question
2obtain a working knowledge of the concepts and methods of marketing research
3demonstrate expertise in designing a marketing research project to address a real-life marketing problem.

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

  1. develop the ability to translate a marketing problem into a feasible research question
  2. obtain a working knowledge of the concepts and methods of marketing research
  3. demonstrate expertise in designing a marketing research project to address a real-life marketing problem.

Prescribed texts

  • Prescribed text information is not currently available.
Prescribed texts may change in future teaching periods.

Teaching and assessment

Notice

Intensive offerings may or may not be scheduled in every teaching period. 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 teaching period.

Fee information

Domestic

Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.

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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