Marketing research consists of planning, collecting and analyzing data relevant to marketing decision making, and the communication of research findings to management. The purpose of this subject is to develop an appreciation of the role of market research in the formulation and solution of marketing problems, and development of the student’s basic skills in conducting and evaluating marketing research projects. Special emphasis is placed on problem formulation, research design, alternative methods of data collection (including qualitative and quantitative) and data analysis techniques. In teams, you will produce a qualitative and a quantitative market research report.
|Faculty||Bond Business School|
|Study abroad||Available to Study Abroad students|
1. Students will define a marketing problem; develop and execute qualitative and quantitative research to address the problem; and analyze and present the findings. Graduate attributes 1, 2 and 3 assessed.
2. Students will develop and demonstrate leadership, initiative and teamwork by working within a group. Graduate attribute 2 assessed.
3. Students will demonstrate effective verbal and written communication skills through the completion of written assignments, exams and an oral presentation. Graduate attributes 1 and 3 assessed.
Students must have successfully completed MKTG11-100 Marketing or equivalent prior to undertaking MKTG13-303.