Marketing Research and Analytics
Duration
- One Semester or equivalent
Contact hours
- 36 hours
2020 teaching periods
Hawthorn
| Higher Ed. Semester 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Swinburne Online
| Teaching Period 2 | ||
|---|---|---|
Dates: Results: Last self enrolment: Census: |
Prerequisites
87.5 Credit Points from a Bachelor Degree
And
or
Corequisites
Nil
Aims and objectives
Prior to 2020 this unit was called Marketing Research
This unit aims to assist students to understand the value of data to marketers as well as the marketing research process, and how marketing analytics can assist in the marketing decision making process. Students will develop the ability to identify research opportunities, collect, analyse and interpret data from traditional and digital data sources, as well as to understand how marketing research findings can be practically implemented in the business environment. Through latest data analytical and visualisation tools, students will generate the marketing research reports that can assist marketing managers and business to make inform strategic decisions.
Students who successfully complete this unit will be able to:
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
Face to Face Mode:
Scheduled hours: Lectures (12 x 2 hours), Tutorials (12 x 1 hour)
Online Mode: OUA and SOLEngaging with online content and discussions
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
• 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
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research)
• 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 Brief (Individual) 20 - 30%
Research Proposal (Individual) 30 - 40%
Research Report (Group) 30 - 50%
Research Proposal (Individual) 30 - 40%
Research Report (Group) 30 - 50%
General skills outcomes
During this unit students will receive feedback on the following key generic skills:
• 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.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.