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Unit of study_

MKTG1002: Marketing Research

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.

Code MKTG1002
Academic unit Marketing
Credit points 6

At the completion of this unit, you should be able to:

  • LO1. demonstrate project management and research skills in a team-based environment
  • LO2. draft a research proposal and conduct exploratory research based around a given problem/issue
  • LO3. analyse research data and present the findings in a meaningful way.