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)

Babin, B., D'Alessandro, S., Winzar, H., Lowe, B. and Zikmund, W. 2020, Marketing Research, Asia-Pacific 5th Edition, Cengage Learning, Australia

Prerequisite(s)

Corequisite(s)

Nil

Teaching method

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

Assessment

Case study, Contribution, Examination

Fees

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