Marketing Research in Practice

10 Units

Marketing Research in Practice emphasises the critical role of research and high quality information in business management decision making. In doing so, it takes an applied approach and highlights the development of skills needed to practise marketing research. Students will learn a number of techniques and analysis tools that are required for the marketing research field. These tools enable the identification, collection, analysis and dissemination of information for the purpose of assisting management in making decisions related to marketing problems and opportunities.

Faculty Faculty of Business and Law
School Newcastle Business School
Availability Trimester 1 - 2018 (Online)
Trimester 2 - 2018 (Newcastle City Precinct)
Trimester 2 - 2018 (Sydney Elizabeth Street)
Trimester 3 - 2018 (Online)
Learning Outcomes

On successful completion of this course, students will be able to:

  1. Discuss the role of marketing research in business decision making.
  2. Outline the steps in the marketing research process and develop a strategy to complete a marketing research proposal.
  3. Examine data sets critically and evaluate research tools used in marketing research.
  4. Use basic and advanced statistical techniques for data analysis and marketing decision making.
  5. Analyse data to draw conclusions and communicate findings for a given research problem.
  6. Demonstrate report writing skills using appropriate business technology to communicate processes and outcomes of a marketing research project.

This course includes but is not limited to the following topics:

  1. The Marketing Research Process
  2. Research Design
  3. Measurement, Scaling and Questionnaire Design
  4. Data Collection and Preparation
  5. Hypothesis Testing
  6. Univariate Analysis
  7. Multivariate Analysis
  8. Interpretation of Research Findings and Reporting of Conclusions
Assumed Knowledge Students will be expected to have good insight into: 1. Marketing Principles 2. Foundational Marketing Analysis OR have completed: GSBS6002 Foundations of Business Analysis and GSBS6005: Marketing Management and Planning
Assessment Items
  • Proposal / Plan: Research Proposal Report
  • Practical Demonstration: Practical Assignment
  • Report: Marketing Research Report

Contact Hours

Newcastle City Precinct, Sydney Elizabeth Street and Online


Face to Face On Campus 3 hour(s) per Week for 12 Weeks

Timetable 2018 Course Timetables for GSBS65051
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