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Business managers request, assess, purchase and use marketing research to make a wide range of informed decisions about target markets, product offerings and the performance of marketing activities. To be able to do this competently, managers need to know what benefits marketing research can provide, what research methods are appropriate for the different types of problems, and how data should be collected, analysed, interpreted and presented so that it is meaningful to other users. These are skills students will acquire through their participation in a 'real-life' client-sponsored project.
Intended learning outcomes
MKTG90011 Marketing Research is designed for future marketing managers and researchers. It aims to help students develop skills to address management problems using analytical tools.
On the successful completion of this subject, students should be able to:
- Understand the role of marketing research in marketing decision making;
- Learn the process of conducting marketing research projects;
- Perform essential qualitative and quantitative techniques and methods to analyze marketing research data;
- Understand the implications of marketing research on business development;
- Apply marketing research principles by conducting an in-depth research project for a real management problem.
On the successful completion of MKTG90011 Marketing Research, students should have improved the following skills:
- Synthesis of different schools of thoughts in marketing research, for example the qualitative school of thoughts and the quantitative school of thoughts;
- Problem solving, such as translating a management problem into a research question;
- Written communications;
- Statistical analysis skills;
- Collaborative learning and team work;
- Assessing research materials from a range of sources.
Last updated: 6 December 2019