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Marketing Research (BUSA90258)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Year of offer2019
Subject levelGraduate coursework
Subject codeBUSA90258
Availability(Quotas apply)
FeesSubject EFTSL, Level, Discipline & Census Date

This subject will focus on how both qualitative and quantitative aspects of marketing research can help managers address substantive marketing problems including: market segmentation, targeting and positioning, estimating market potential, forecasting demand, developing advertising and pricing, and introducing new products. The subject uses a combination of lectures, case discussions, and exercises to develop a better understanding of the process of marketing research. An important aspect of the subject involves getting hands-on experience with marketing research problems through a field project. This project will require students to integrate everything that they have learned to conduct an actual research project from problem definition through a final report and presentation.

Intended learning outcomes

On completion of this subject, students should be able to:

  • translate marketing and management issues into marketing research problems that are suitable for investigation.
  • develop a marketing research plan to investigate the problem (s) under consideration.
  • conduct qualitative and quantitative marketing research using a variety of marketing research techniques.
  • design and implement a survey instrument to conduct primary research.
  • interpret the results of various statistical analyses and understand the limitations of these analyses.
  • write a concise marketing research report to detail the research process, recommendations, and implementation plan.
  • understand the role of marketing research in helping marketing managers make better marketing decisions.

Last updated: 3 April 2019