Program Overview

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MKT230 Market Research

This subject is an introduction to the principles of market and business research methods. The aim of this subject is to develop the basic skills needed to complete research projects. The subject begins with an overview of the research design process. The subject then addresses fundamental qualitative and quantitative research issues including data measurement, collection and analysis. Finally, report writing is addressed in this subject.

Availability

The subject is available in the following sessions:

• Session 1 (30)
  • On Campus: Bathurst Campus
  • Online: Albury-Wodonga Campus
• Session 3 (90)
  • Online: Albury-Wodonga Campus

Subject Information

Grading System

HD/FL

Duration

One session

School

School of Management and Marketing

Enrolment Restrictions

Not for students who have completed TRM230

Prerequisites

MKT110

Incompatible Subjects

TRM230

Learning Outcomes

Upon successful completion of this subject, students should:

• be able to develop the analytical skill to translate a management problem into feasible research questions
• be able to develop a working knowledge of the concepts and methods of marketing research
• be able to generate a high level of knowledge of the applications of marketing research in the organisation and its usefulness in strategy formulation
• be able to identify and be sensitive to the biases and limitations of marketing data
• be able to cultivate, develop evaluate and write research proposals and reports and to work as a member of a research team
• be able to recognise the advantages and limitations of commonly used research techniques

Syllabus

This subject will cover the following topics:

• Introduction to business research and the research process
• Defining the research problem
• Designing qualitative and quantitative research projects
• Accessing and synthesising secondary data
• Collection of primary data
• Qualitative data analysis (including content and thematic analysis)
• Designing questionnaires
• Sampling issues in business research
• Basic data analysis
• Ethical issues in business research
• Writing research reports