Marketing Research Methods PG (11430.2)
|HECS Bands:||2, 3|
|Faculty:||Faculty of Business, Government & Law|
|Discipline:||Canberra Business School|
UC - Canberra, Bruce
Year Teaching Period Convener Mode of Delivery 2020 Semester 1 MRS Sidrah ASIF (Ph: +61 2 62068360 ) ON-CAMPUS
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- Semester 1, 2019, ON-CAMPUS, BRUCE (190733) - View
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This unit will introduce you to the complexities of the marketing research process and survey design techniques. You will evaluate and use sources of secondary data and explore qualitative research techniques including focus groups in marketing research as well as quantitative research techniques, using computer based analysis software. You will develop the skills that are necessary to solve marketing problems and assist in developing effective marketing strategies. Marketing research lays the foundation of marketing managerial decision making and is a vital base for the development of sound marketing strategies and planning in any business organisation. Since marketing research provides important input into the solution of many marketing problems, it is essential for marketers to understand the principles and methods of marketing research and then apply these methods and principles to solve marketing problems.
After successful completion of this unit, students will be able to:
1. Define a research problem, design a research proposal for that problem and recommend appropriate research methodologies and instruments appropriate for domestic, international and indigenous business enterprises.
2. Set research objectives; develop research methodologies and instruments and calculate population estimates and parameters and hypothesis testing using statistical software systems and then analyse data and extract significant outputs.
3. Propose and critically evaluate research results that highlight relevant implications for decision makers.
4. Critically evaluate marketing research in entrepreneurial and indigenous settings.
5. Write and present the recommendations in a professional manner.
6. Work in a team and develop strong client interaction skills, reflect on the learning.
3 hours per week.
11180 Marketing Research Methods, 6372 Marketing Research Methods