Marketing Research and Analytics
Duration
- One Semester or equivalent
Contact hours
- 36 hours
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
2021 teaching periods
Hawthorn
| Higher Ed. Semester 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Swinburne Online
| Teaching Period 3 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Prerequisites
Corequisites
Aims and objectives
1. Identify and design appropriate research objectives, questions or hypotheses in order to address a specific research problem
2. Formulate and evaluate different research design elements and outline how they inform research practices
3. Analyse primary and secondary data using appropriate analytical tools and interpret the results to assist marketing decision making
4. Outline the legal, social, and ethical issues faced by marketing researchers and determine their impact on research design
5. Work collaboratively in groups
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
Research Proposal (Individual) 30 - 40%
Research Report (Group) 30 - 50%
General skills outcomes
• analysis skills
• communication skills
• ability to tackle unfamiliar problems
• ability to work independently, and
• teamwork skills
Content
• Decision problem, research question and research objectives
• Different types of research design or approaches
• Qualitative and quantitative research techniques
• Marketing analytics including digital data
• Sampling: theory, methods and issues in marketing research
• Data preparation, exploration, analysis, and visualisation using the latest analytical tools
• Preparing the marketing research report
• Ethics involved in the use of data for marketing purposes
Study resources
- Reading materials.