Market Research

Course aim

Market research plays an essential role in providing accurate and useful information upon which to base business decision-making. This course provides students with an understanding of what market research can do, how it is carried out, and the different sorts of market research data commonly encountered.

Course content

The role of market research in an organisation, overview of the Australian market research industry, briefing & choosing a research provider, key stages in a research project, what constitutes “good” research, ethics & privacy issues, qualitative research, reliability & validity, sampling & non-response, questionnaires, overview of quantitative data types, fieldwork management, overview of data analysis tools, secondary & internal data, designing a research system, future trends in market research.

Textbook(s)

Zikmund, W, D'Alessandro, S, Winzar, H, Lowe, B & Babin, B 2014, Marketing Research, Asia-Pacific 3rd Edition, Cengage Learning , Australia

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 1010	Marketing Principles: Trading and Exchange

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Lecture	2 hours x 13 weeks
Tutorial	1 hour x 12 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External	2 hours equiv. x 13 weeks
External (Moderated online student discussions and tutorial groups)	1 hour equiv. x 13 weeks
INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY
Workshop	2.5 hours x 8 days
Tutorial	10 hours x across 14 weeks
INTERNAL, OFFSHORE, TAYLOR'S BUSINESS SCHOOL
Lecture	2 hours x 14 weeks
Tutorial	2 hours x 13 weeks
INTERNAL, CITY WEST (INTENSIVE)
Lecture	2 hours x 10 days
Tutorial	1 hour x 10 days

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Assignment 1, Assignment 2, Examination

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.