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Marketing Research Methods (11180.2)

Level: Level 2 - Undergraduate Intermediate Unit
Credit Points: 3
HECS Bands:

Band 3 2013-2020 (Expires 31 Dec 2020) Band 4 2021 (Commenced After 1 Jan 2021) Band 5 2021 (Commenced Before 1 Jan 2021)

Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School


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Unit Outlines

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  • Semester 1, 2021, FLEXIBLE, BRUCE (204105) - View
  • Semester 1, 2020, ON-CAMPUS, BRUCE (197849) - View
  • Semester 1, 2019, ON-CAMPUS, BRUCE (189968) - View

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This unit will introduce students to the complexities of the marketing research process, survey design techniques, the use and sources of secondary data, and the use of qualitative research including focus groups in marketing research. Students will also be introduced to various research techniques including survey research, observation and experiments based on real world requirements.

Learning Outcomes

After successful completion of this unit, students will be able to:

1. Identify research problems, develop a research proposal for that problem and recommend appropriate research methodologies appropriate for domestic, international and indigenous business enterprises;

2. Gain the skills needed to conduct a simple marketing research activity independently;

3. Calculate population estimates and parameters and hypothesis testing using SPSS;

4. Design and implement questionnaires; and

5. Provide research results that highlight relevant implications for decision makers.

Assessment Items

Contact Hours

Three hours of interactive workshops on-campus per week.


11176 Marketing Fundamentals



Assumed Knowledge


Incompatible Units


Equivalent Units

6372 Marketing Research Methods

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