Marketing Research


Course Description

  • Course Name

    Marketing Research

  • Host University


  • Location

    Sydney, Australia

  • Area of Study

    Business, Business Administration, Business Management, International Marketing, Marketing

  • Language Level

    Taught In English

  • Prerequisites

    24108 Marketing Foundations AND (((26133 Business Information Analysis OR 26134 Business Statistics)) OR (33130 Mathematical Modelling 1 AND 33230 Mathematical Modelling 2))

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    This subject covers the basic marketing research procedures including analytical and interpretive skills that allow marketing analysts and managers to carry out and evaluate practical and useful marketing research. It develops an understanding of the overall process of marketing research design, implementation and control in the contemporary business environment and also develops a basic understanding of data collection and analysis techniques. Students undertaking this subject develop skills necessary for careers in analytical or research fields.
    Subject objectives
    Upon successful completion of this subject students should be able to:
    1. develop and Evaluate marketing research projects
    2. apply marketing research knowledge and skills to assist managerial decision-making
    3. employ relevant qualitative and quantitative research methods in an ethical manner.
    This subject also contributes specifically to the following program learning objectives:
    Critically evaluate data and resources in the context of relevant academic literature (2.2)
    Critically analyse and produce written disciplinary texts for academic and professional audiences (3.1)
    Demonstrate an awareness of conflicting ethical demands of various stakeholders within business and related professional environments (4.1)
    Critically analyse the core professional obligations, values and operations of organisations, including sustainability (4.3)
    Apply technical skills necessary for professional practice in business (5.2)
    Contribution to the development of graduate attributes
    This subject introduces the concepts and practices of marketing research. It provides the knowledge and skills to manage in practice a range of tasks from research problem definition to research design, implementation and finally interpretation of research results. After completion, participants will be able to develop marketing research projects and support their implementation and assessment. This subject will develop skills linked to the Faculty?s graduate attribute that looks at developing critical thinking, creativity and analytical skills.
    Teaching and learning strategies
    The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate; and the workshops are built around in-class exercises and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.
    ? Marketing research process
    ? Marketing research ethics
    ? Qualitative marketing research methods
    ? Quantitative marketing research design
    ? Data collection and analyses
    ? Marketing research management and evaluation
    Assessment task 1: Group project (Group and Individual)
    This addresses subject learning objective(s):
    1, 2 and 3
    This addresses program learning objectives(s):
    2.2, 3.1 and 5.2
    Weight: 35%
    Assessment task 2: Mid-semester exam (individual)
    This addresses subject learning objective(s):
    1, 2 and 3
    This addresses program learning objectives(s):
    4.1 and 4.3
    Weight: 30%
    2 hours + 10 minutes reading time
    Assessment task 3: Final Examination (Individual)
    This addresses subject learning objective(s):
    1, 2 and 3
    Weight: 35%
    3 hours + 10 min reading time
    Minimum requirements
    Students must achieve at least 50% of the subject?s total marks.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.