MKTG2010

Marketing Research

Faculty of Business and Law Newcastle Business School

10 Units 2000 Level Course

Available in 2014

Callaghan Campus	Semester 2
Ourimbah	Semester 2
UoN Singapore	Trimester 2

Previously offered in 2013, 2012, 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004

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.

Objectives

At 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.

Content

Introduction 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

Transition

N/a

Industrial Experience

Assumed Knowledge

MKTG2100 Principles of Marketing

Modes of Delivery

Internal Mode

Teaching Methods

Lecture
Tutorial

Assessment Items

Examination: Formal	Written examination
Projects	Major Marketing Research Project (Individual) Part A and B
Reports	Marketing Research Proposal (Group)

Contact Hours

Lecture: for 2 hour(s) per Week for Full Term
Tutorial: for 1 hour(s) per Week for 12 weeks

Timetables