Marketing Research

Course code MKTG2010Units 10Level 2000Faculty of Business and LawNewcastle Business School

Solving business problems and identifying market opportunities involves the employment of varied research techniques. Focusing upon their role, you will apply marketing concepts and theory to market research design; define techniques and methods of research used in the marketing process; develop skills in basic analysis of both qualitative and quantitative data, including the use of computer based statistical analytical packages, and the methods by which the data can be turned into useful information. Engaging in both independent and group research enriches problem solving and decision making attributes valued within marketing environments.

Available in 2015

Callaghan CampusSemester 2
OurimbahSemester 2
UoN SingaporeTrimester 2
Previously offered in 2014
ObjectivesAt the completion of this course, you will be able to:
1. Demonstrate an integrative understanding of both the context and environment in which marketing research takes place;
2. Apply marketing research principles and concepts inclusive of ethical practices;
3. Access and select a range of both qualitative and quantitative data collection techniques.
4. Demonstrate an extended knowledge of secondary and syndicated data sources;
5. Design a research project including a sampling plan and a survey instrument;
6. Summarise and present data graphically and in a written report;
7. Critically evaluate marketing research; and
8. Engage independently and collaboratively to plan, implement and analyse research which informs marketing decision making and problem solving.
ContentIntroduction to Marketing Research
Planning a Research Project
Problem definition
Research Designs
Measurement Issues
Questionnaire design
Field Research
Sampling Design & Procedures
Data Analysis
Communicating the Research Project
Replacing Course(s)N/A
Industrial Experience0
Assumed KnowledgeMKTG2100 Principles of Marketing
Modes of DeliveryInternal Mode
Teaching MethodsLecture
Assessment Items
Examination: FormalWritten examination
ProjectsMajor Marketing Research Project (Individual)
Part A and B
ReportsMarketing Research Proposal (Group)
Contact HoursLecture: for 2 hour(s) per Week for Full Term
Tutorial: for 1 hour(s) per Week for 12 weeks
Timetables2015 Course Timetables for MKTG2010