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Marketing Research Methods PG (11430.2)

Level: Postgraduate Level
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School


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For the remainder of 2020, resulting from Australian Government's directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, any exams that are required for assessment in a unit will be online exams. Online exams may also use online proctoring to help assure the academic integrity of those exams. Please contact your unit convener with any questions.

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Unit Outlines

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  • Semester 1, 2020, ON-CAMPUS, BRUCE (197850) - View
  • 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.

Learning Outcomes

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.

Assessment Items

Contact Hours

3 hours per week.





Assumed Knowledge


Incompatible Units

11180 Marketing Research Methods, 6372 Marketing Research Methods

Equivalent Units


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