24720 Marketing Research

Warning: The information on this page is indicative. The subject outline for a particular semester, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject level:

Postgraduate

Handbook description

This subject provides a comprehensive account of the marketing research process, from problem recognition and definition through all the procedural steps of findings and recommendations for marketing decision-making. Specific treatment of the nature, role and management of marketing information in a corporate setting provides a basis for discussion and development of research methodology. Topics covered include a fundamental component of the marketing process; the generation and management of the marketing information resources of an organisation. In this sense, the subject is critical to discussion of specific, functional decision areas of marketing in other subjects in the course. The practical emphasis further contributes to the student's understanding of the problems and potentials inherent in the collection and analysis of marketing data.

Subject objectives/outcomes

Upon successful completion of this subject students should be able to:

1. apply marketing research knowledge and skills to assist managerial decision-making
2. discuss the main areas in which the validity of marketing research projects may have been reduced, and take appropriate corrective action
3. use appropriate statistical procedures for data analysis and be able to correctly interpret the output, and clearly communicate the implications of the findings to decision-makers.

Contribution to course aims and graduate attributes

The basis for effective decision-making is clear, concise and accurate information. Marketing Research introduces students to the key concepts and methods of conducting valid, actionable research to obtain information to aid marketing decision-making. This subject provides a basis for understanding the theory and practice of marketing research, to achieve this end.

Content

Emphasis will be placed on the practice of conducting marketing research:
1. Selecting an appropriate research design
2. Good sampling practice
3. Sound questionnaire design
4. The use of appropriate data collection techniques
5. The selection of appropriate statistical tests and interpretation of the output

Assessment

Assessment Item 1: Questionnaire (Group)

Assessment Item 2: Data Analysis and Interpretation (Individual)

Assessment Item 3: Final Examination (Individual)

Minimum requirements

In order to pass the course students must:

1. Pass the exam component of the subject
2. Complete all components of the subject

Required texts

Zikmund, William G., and Babin, Barry, J. (2010), Exploring Marketing Research, 10th edn, South Western/Cengage Learning.

Recommended texts

Coakes, Sheridan J., Steed, Lyndall, G., and Ong, Clara (2010), SPSS : Analysis without Anguish, Version 17.0 for Windows, Milton, Qld. John Wiley & Sons.

References

A list of readings recommended for marketing students will be placed on UTSOnline.