Market Research

Course aim

To provide students with an understanding of the essential role of market research in providing accurate and useful information upon which to base business decision-making, how market research 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, Lowe, B, Winzar, H & Babin, B 2017, Marketing Research, Asia-Pacific 4th 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
Preparatory	1 x 1 week
Lecture	2 hours x 10 weeks
Tutorial	1 hour x 10 weeks
INTERNAL, CITY WEST (INTENSIVE)
Workshop	30 hours x N/A
INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY
Workshop	35 hours x N/A
EXTERNAL, CITY WEST, ONLINE
External	30 hours x N/A

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

Assessment

Continuous assessment, Examination, Problem solving exercise

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4C)
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.