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.
2023 teaching periods
Hawthorn Higher Ed. Semester 1 |
Hawthorn Higher Ed. Semester 2 | |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Swinburne Online Teaching Period 1 |
Swinburne Online Teaching Period 3 | |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
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 and content.
Teaching methods
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Class and Lab, Class weeks 1-6, Lab weeks 7-12 | 2 | 12 | 24 |
Online Contact Directed Online Learning and Independent Learning | 1 | 12 | 12 |
Unspecified Learning Activities Independent Learning | 9.5 | 12 | 114 |
TOTAL | 150 hours |
Swinburne Online and OUA
Type | Hours per week | Number of Weeks | Total |
Online Contact Directed Online Learning and Independent Learning | 12.5 | 12 | 150 |
TOTAL | 150 hours |
Assessment
Research Proposal (Individual) 30 - 40%
Research Report (Group) 30 - 50%
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.