Future Students - Courses

Marketing Research Fundamentals

Unit Code: HBM425

Duration	Contact Hours	Campus	Prerequisite	Corequisite
One teaching period	36 hours	Hawthorn	Nil	Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A unit of study in the Master of Marketing and Master of Marketing Global Leadership Program.

Aims & Objectives:

Understand the marketing research process and how to use marketing research data to identify and solve problmes and to support marketing decision-making. Know the ethics of research. As part of learning project you will learn how to write a brief for a marketing research project. Then you will develop a research plan and a marketing research "instrument" to collect the required data - both qualitative (opinions, attitudes etc) and quantitative (numbers). Learn how to critique a research plan. Know how to interpret and summarise information froma variety of sources. Learn both the processes involved and the various types of information needed to make sound managerial decisions, for both routine and project-specific needs.

Upon completion of this unit students will be able to:

Understand the marketing research process
Understand the different uses of marketing research as an aid to decision making, and the ethics involved in marketing research
Write a research brief, and a qualitative and quantitative research instrument
Understand how to work together as a group to prepare a marketing research proposal
Critique marketing research designs and make practical recommendations about future marketing research needs
Work effectively in a team environment

Teaching Methods:

Classes in either weekly or block mode

Assessment:

Individual Report (15%-25%)
Group Assignment (35%-45%)
Final Test (35%-45%)

Generic Skills Outcomes:

Study of this Unit will help students to develop the following Key Generic Skills:-

Teamwork skills
Analysis skills
Analysis and modelling skills
Research skills
Problem solving skills
Project management skills
Communications skills
Presentation skills
Strategic thinking skills
Ability to tackle unfamiliar problems
Ability to work independently
Ability to engage in critical enquiry and discussion
Ability to tackle ethical business matters

Content:

Understanding the importance of marketing research for the marketing management process
Understanding of the role of market research in the entrepreneurship and innovation process
Translating management problems into marketing research questions, research objectives, and hypotheses
Understanding the ethics involved in the marketing research industry
Understanding the different types of exploratory/qualitative and conclusive/quantitative research designs that can be used to collect the information for solving management problems
Developing basic skills to design a qualitative and a quantitative instrument to collect information
Understanding the errors involved in the research process
Understanding the different applications of marketing research
Write a research brief and a research proposal

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.