Handbook : Unit informationEdith Cowan University

School: Business and Law

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

• Unit Title

  Marketing Research

• Unit Code

  MKT6310

• Year

  2019

• Enrolment Period

  2

• Version

  3

• Credit Points

  20

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  

• Unit Coordinator

  A/Prof Maria Majella RYAN

Description

Marketing research provides information about the marketplace to assist in effective management decisions. It facilitates the monitoring of these decisions and the development of a keen understanding of marketing processes. This information includes the ability to track and predict the behaviour of consumers. The unit unpacks the marketing research process as it applies to the marketing functions within the business environment, providing managers with relevant data for informed decisions. The methodology of the marketing research process within this unit includes the design, gathering, quantification and appraisal of research techniques in a systematic and objective manner. An international focus is a core component of this unit. It reviews the latest online trends in marketing research, exposing students to this ever evolving global data gathering resource. From a strong theoretical basis, this unit adopts a practical and applied approach to marketing research, with students working with current, real-life marketing problems and opportunities for marketing research analysis.

Prerequisite Rule

Students must pass 2 units from FBL5020, MKT6300

Learning Outcomes

On completion of this unit students should be able to:

1. Appraise a variety of current theories and techniques used in the collection and analysis of marketing information drawing from academic and industry literature.
2. Design appropriate research methodologies in response to a variety of local and international marketing problems and opportunities.
3. Produce appropriate data analysis and interpretation using software including both descriptive and inferential statistics.
4. Justify the biases and limitations of marketing data, comparing what it can and cannot achieve for management decisions.
5. Provide insightful recommendations and implications for business decisions based on the research findings.

Unit Content

1. The research process and the process of marketing research.
2. Data sources and measurement in marketing research.
3. Research design: exploratory, descriptive and causal research design.
4. Sampling.
5. Instrument development.
6. Data collection.
7. Data analysis and statistical methods including univariate and bivariate analyses.
8. Multivariate methods of marketing research.
9. Research report writing including strategic directions and recommendations.

Learning Experience

Students will attend on campus classes as well as engage in learning activities through ECU Blackboard.

For more information see the Semester Timetable

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.