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.
|Unit name||Marketing Research|
|College/School||College of Business & Economics
Tasmanian School of Business and Economics
|Coordinator||Doctor Kevin Swarts|Doctor Marcus Bai|Doctor Rajesh Rajaguru|
|Available as an elective?||Yes|
|Delivered By||University of Tasmania and Third Party(ies): Universal College of Higher Education Hong Kong|
|Location||Study period||Attendance options||Available to|
|Hobart||Semester 1||On-Campus||Off-Campus||International International||Domestic Domestic|
|Launceston||Accelerated Study Period 2||On-Campus||Off-Campus||International International||Domestic Domestic|
|Hong Kong Universal Ed||Semester 1||On-Campus||International|
- International students
- Domestic students
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|Study Period||Start date||Census date||WW date||End date|
|Accelerated Study Period 2||23/5/2022||15/6/2022||7/7/2022||21/8/2022|
* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (refer to How do I withdraw from a unit? for more information).
Unit census dates currently displaying for 2022 are indicative and subject to change. Finalised census dates for 2022 will be available from the 1st October 2021. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
- explain the fundamental marketing research concepts that facilitate problem definition and critically analyse approaches to solve the problem.
- analyse and evaluate basic marketing research theory.
- explain and analyse the process by which information is gathered, analysed, and interpreted to address problems.
|Field of Education||Commencing Student Contribution 1,3||Grandfathered Student Contribution 1,3||Approved Pathway Course Student Contribution 2,3||Domestic Full Fee 4|
1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
PrerequisitesBMA151 or BMA251 or ZAA104 or ZAA134
|Assessment||Examination - take home (40%)|Plan (30%)|Data analysis (30%)|
|Timetable||View the lecture timetable | View the full unit timetable|
You will need the following text [available from the Co-op Bookshop]:
• Hair, J.F. Jr & Lukas, B.A. 2015, Marketing Research, 4 thedn, McGraw-Hill Education.
Reading Lists provide direct access to all material on unit reading lists in one place. This includes eReadings and items in Reserve. You can access the Reading List for this unit from the link in MyLO, or by going to the Reading Lists page on the University Library website.
|Links||Booktopia textbook finder|
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