Marketing research consists of planning, collecting and analysing 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.
|Faculty||Bond Business School|
1. Demonstrate broad knowledge and basic technical skills with respect to market research.
2. Define a marketing problem; develop and execute qualitative and quantitative research to address the problem; and analyse and report the findings.
3. Demonstrate leadership, initiative and teamwork in designing and completing a group project.
4. Demonstrate effective written communication skills through the completion of written assignments.
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
Assumed Prior Learning (or equivalent):