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Hobart, Launceston, Hong Kong Universal Ed



Marketing research is one of the most important aspects of marketing. It is the process by which firms acquire market information that facilitates their decision-making. Given the rapid evolution of the business world, it is critical that firms know who their customers are, what they do, why they do it, when their purchases take place and where. Marketing research enables firms to determine if they have met consumer needs and demands, or if any changes are necessary in the delivery and features of new and existing products. Through this marketing research process, firms can better communicate with, and collect information from, existing and potential customers. As it is the customers who ultimately decide whether a product will be acceptable or not, this allows firms to rapidly adapt to otherwise unpredictable customer needs.

This unit introduces students to the fundamental principles that underpin the process of designing and implementing effective marketing research. This process consists of: problem identification; research approach development; research design formulation; data gathering, preparation and analysis, and presentation of marketing research. By analysing real world business cases, and undertaking thorough research tasks, students will gain a keener insight into the workings of marketing research. The knowledge gained through undertaking this unit will help students to become skilled marketers who can evaluate, design, and conduct market research.

Summary 2021

Unit name Marketing Research
Unit code BMA331
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing

Marcus Bai (Hobart, HKUE)

Kevin Swarts (Accelerated Study Period 2)

Teaching staff

Level Advanced
Available as student elective? Yes
Breadth Unit? No



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About Census Dates

Learning Outcomes

  • LO1: Explain the fundamental marketing research concepts that facilitate problem definition and critically analyse approaches to solve the problem.
  • LO2: Analyse and evaluate basic marketing research theory.
  • LO3: Explain and analyse the process by which information is gathered, analysed, and interpreted to address problems.




BMA151 OR BMA251

Mutual Exclusions

You cannot enrol in this unit as well as the following:

BMA205, BMA305


Teaching Pattern

1 x 2 hour lecture, 1 x 1 hour tutorial per week. Please check the unit outline for details.


Research proposal (30%), Data analysis report (30%), Final exam (40%).

TimetableView the lecture timetable | View the full unit timetable



Malhotra, N. K. 2015, Essentials of marketing research: a hands-on orientation, Global Edition, Pearson Education, Harlow, UK.


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