Marketing Research

Unit code: BHO2285 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
India Online
Online Real Time
VU Brisbane
VU Online
VU Sydney
Prerequisites
BEO1000 - Business Data Analytics and Visualisation; and
BHO1000 - Marketing Theory and Practice; or
APP2014 - Psychology 2B (applicable for ABPB students ONLY)
(Or equivalent to be determined by unit coordinator)
Overview
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Overview

Gain a conceptual and practical foundation for marketing studies with the Marketing Research unit. Learn the applications used in qualitative and quantitative marketing research methods, and their role in strategic decision making.

You will examine key steps of the research process, including:

  • problem identification
  • research and questionnaire design
  • sampling
  • data collection and analysis
  • preparation of research reports.

This knowledge will then by applied to a range of real-life examples.

Learning Outcomes

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

  1. Conceptualise research through the construction and execution of a comprehensive information-gathering process to assist marketing management in decision making;
  2. Evaluate and justify the most appropriate research technique for a given research project;
  3. Develop and/or evaluate an appropriate data collection form/s using survey software such as Qualtrics or Google Forms;
  4. Determine the data analysis techniques most appropriate to the research; and,
  5. Devise and present a research proposal addressing real-life marketing problems.

Assessment

For Melbourne campuses

Assessment type: Test
|
Grade: 20%
MCQs and scenario-based online test
Assessment type: Exercise
|
Grade: 30%
Survey questionnaire development (Group)
Assessment type: Assignment
|
Grade: 30%
Reflective assignment based on the pre-recorded interview with industry professionals
Assessment type: Presentation
|
Grade: 20%
Research proposal in response to real-life problem provided at the start of the block (Group)

Other locations

For students studying at India Online
Assessment type: Test
|
Grade: 30%
MCQs and scenario-based online test
Assessment type: Assignment
|
Grade: 40%
Survey questionnaire development
Assessment type: Presentation
|
Grade: 30%
Research proposal in response to real-life problem provided at the start of the block

Required reading

Students will have access to required readings via VU Collaborate and are not required to purchase the listed textbook.

Marketing Research
Zikmund, W., D'Alessandro, S., & Winzar, H. (2020).| South Melbourne: Cengage Learning Australia.

As part of a course

This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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