Marketing Research Methods (11180.2)

Please note these are the 2023 details for this unit
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Marketing Research Methods
Available teaching periods Delivery mode Location
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EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
Canberra Business School Level 2 - Undergraduate Intermediate Unit Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
This unit will introduce students to the complexities of the marketing research process, survey design techniques, the use and sources of secondary data, and the use of qualitative research including focus groups in marketing research. Students will also be introduced to various research techniques including survey research, observation and experiments based on real world requirements.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Identify research problems, develop a research proposal for that problem and recommend appropriate research methodologies appropriate for domestic, international and indigenous business enterprises;
2. Gain the skills needed to conduct a simple marketing research activity independently;
3. Calculate population estimates and parameters and hypothesis testing using SPSS;
4. Design and implement questionnaires; and
5. Provide research results that highlight relevant implications for decision makers.


Graduate attributes

1. 黑料吃瓜网 graduates are professional - communicate effectively
2. 黑料吃瓜网 graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
3. 黑料吃瓜网 graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
1. 黑料吃瓜网 graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
3. 黑料吃瓜网 graduates are lifelong learners - evaluate and adopt new technology
3. 黑料吃瓜网 graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development


Skills development

.



Prerequisites

11176 Marketing Fundamentals

Corequisites

None.

Incompatible units

None.

Equivalent units

6372 Marketing Research Methods

Assumed knowledge

None.
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

Prescribed textbook:

Essentials of Marketing Research, 5th Edition, Joseph F. Hair, David J. Ortinau, Dana E. Harrison

McGraw Hill Education.

Other recommended sources for developing a project (do not buy):

Pallant, L. (2002), SPSS Survival Manual, Allen & Unwin

Coakes, 2006, SPSS Without Anguish, John Wiley and Sons

Look online for various sources. 

Submission of assessment items

Extensions & Late submissions

Due dates for assessment

All assignments are required to be submitted by the due date. 

 In this unit the following practice will be followed:

  • 5% of the total marks allocated for that item of assessment will be deducted for each day the assessment is overdue.
  • Late assessment submitted more than 7 days after the prescribed date and time will not be accepted for marking. In this case a student will not receive any marks for the relevant piece of assessment.

If for any reason you are unable to do an assignment by the due date you must submit, to the lecturer, a request for an extension in writing before the due date (unless impossible) setting out in detail the genuine and exceptional reason for requesting the extension.  If there is a medical or counselling reason for the extension request it must be accompanied by a medical or counselling certificate which clearly states:

  • that you were unfit to complete the assignment;
  • the date of the medical or counselling consultation; and
  • the period for which you were / are / will be unfit to complete the assignment.

Students must apply academic integrity in their learning and research activities at 黑料吃瓜网. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

黑料吃瓜网 students have to complete the annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

黑料吃瓜网 uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Learner engagement

A high level of participation is expected from students.

Inclusion and engagement

In case of need, contact the unit convener. 

Participation requirements

To pass this unit, students need an overall grade of at least 50%.

Required IT skills

Basic computer skill is expected. In this unit, students will learn how to use certain SPSS functions. 

Work placement, internships or practicums

N/A