GSBS6505Marketing Research in Practice

Course handbook

Description

Marketing Research in Practice emphasises the critical role of research and high quality information in business management decision making. In doing so, it takes an applied approach and highlights the development of skills needed to practise marketing research. Students will learn a number of techniques and analysis tools that are required for the marketing research field. These tools enable the identification, collection, analysis and dissemination of information for the purpose of assisting management in making decisions related to marketing problems and opportunities.

Availability2024 Course Timetables

Learning outcomes

On successful completion of the course students will be able to:

1. Discuss the role of marketing research in business decision making.

2. Outline the steps in the marketing research process and develop a strategy to complete a marketing research proposal.

3. Examine data sets critically and evaluate research tools used in marketing research.

4. Use basic and advanced statistical techniques for data analysis and marketing decision making.

5. Analyse data to draw conclusions and communicate findings for a given research problem.

6. Demonstrate report writing skills using appropriate business technology to communicate processes and outcomes of a marketing research project.

Content

This course includes but is not limited to the following topics:

1. The Marketing Research Process
2. Research Design
3. Measurement, Scaling and Questionnaire Design
4. Data Collection and Preparation
5. Hypothesis Testing
6. Univariate Analysis
7. Multivariate Analysis
8. Interpretation of Research Findings and Reporting of Conclusions

Assumed knowledge

Students will be expected to have good insight into: 1. Marketing Principles 2. Foundational Marketing Analysis OR have completed: PACC6008 Business Decision Making and GSBS6005: Marketing Management and Planning

Assessment items

Proposal / Plan: Research Proposal Report

Practical Demonstration: Practical Assignment

Report: Marketing Research Report

Contact hours

Trimester 1 - 2024 - Online

Trimester 2 - 2024 - Newcastle City Precinct

Trimester 3 - 2024 - Online

Course outline

• GSBS6505 - Trimester 1, 2024 (Online) (PDF, 202.8 KB)
• GSBS6505 - Trimester 2, 2024 (Ncle) (PDF, 234.1 KB)