Marketing Research

Description

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.

Availability

UoN Singapore

  • Trimester 1 - 2017 (Singapore)
  • Trimester 2 - 2017 (Singapore)
  • Trimester 3 - 2017 (Singapore)

Newcastle City Precinct

  • Semester 2 - 2017

Ourimbah

  • Semester 2 - 2017

Learning Outcomes

On successful completion of the course students 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

Assumed Knowledge

MKTG2100 Principles of Marketing or MKTG1001 Foundations of Marketing

Assessment Items

Written Assignment: Research Proposal Part A: Problem Definition

Written Assignment: Research Proposal Part B: Final Research Proposal

Report: Data Analysis Report

Online Learning Activity: Individual Online Quiz Prior to Workshop

Formal Examination: Final Exam

Contact Hours

Ourimbah, Newcastle City Precinct and UoN Singapore

Integrated Learning Session

Face to Face On Campus 2 hour(s) per Week for Full Term

Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.