Overview

The aim of this unit is 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.

Requisites

Prerequisites
MKT10009 Marketing and the Consumer Experience

Rule
87.5 credit points
AND EITHER

MKT10009 Marketing and the Consumer Experience
OR
AVA10004 Aviation Marketing

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024
Teaching Period 2
Location
Online
Start and end dates
08-July-2024
06-October-2024
Last self-enrolment date
21-July-2024
Census date
02-August-2024
Last withdraw without fail date
23-August-2024
Results released date
29-October-2024
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Evaluate and design appropriate research objectives, questions, or hypotheses to address research problems
  • Formulate and evaluate different research design elements and outline how they inform research practices
  • Apply qualitative and quantitative research methods, utilize suitable analytical tools and techniques, and interpret data for informed marketing decision making
  • Outline the legal, social, and ethical issues faced by marketing researchers and determine their impact on research design
  • Work collaboratively in groups

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Class
2.00 12 weeks 24
Online
Lecture
1.00 12 weeks 12
Unspecified Activities
Independent Learning
9.50 12 weeks 114
TOTAL150

Swinburne Online and OUA

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning
12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
Research AssignmentIndividual 20 - 30% 1,2 
Research ProposalIndividual 30 - 40% 2,3,4 
Research ReportGroup 30 - 50% 3,4,5 

Content

  • The marketing research process
  • 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

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.