Courses & Units

Market Research and Decision-Making BMA611



It is strongly recommended that you complete BMA506 Foundations of Marketing and BMA604 Consumer Decision Making before undertaking this unit to ensure you have the necessary level of knowledge to successfully complete assessments.


Businesses are changing constantly, and markets are moving at a rapid pace. This
means that market research is critical for keeping abreast of such changes. Market
research comprises a critical facet of marketing practice; playing a central role in
supporting marketing management, business decision-making and helping to solve
business problems. Market research is the key to identifying market opportunities and
underpins the ability of a firm to make sound decisions.
This unit will develop your knowledge of market research principles; the main
methods used in market research, and their role in supporting marketing decisionmaking.
You will develop knowledge, critical analysis, and creative thinking to define
market research problems, data measurement, questionnaire design, sampling, data
collection, and data analysis and presentation of results to support marketing
decisions. This unit will enable you to undertake market research and develop skills in
making decisions based on market research data, solve marketing problems, use
statistical software and develop your written communication.


Unit name Market Research and Decision-Making
Unit code BMA611
Credit points 12.5
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Doctor Xuesong (Marcus) Bai
Available as student elective? No
Delivered By Delivered wholly by the provider


Location Study period Attendance options Available to
Hobart Semester 2 On-Campus Off-Campus International International Domestic Domestic


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
Semester 2 12/7/2021 10/8/2021 30/8/2021 17/10/2021

* 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 (see withdrawal dates explained for more information).

Unit census dates currently displaying for 2021 are indicative and subject to change. Finalised census dates for 2021 will be available from the 1st October 2020. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

  • Explain the theories and principles of market research and compare different approaches
  • Develop and implement a market research plan to solve marketing problem
  • Apply and appraise the ethical issues associated with the market research process
Field of Education Commencing Student Contribution 1 Grandfathered Student Contribution 1 Approved Pathway Course Student Contribution 2 Domestic Full Fee
080505 $1,812.00 $1,419.00 not applicable $2,702.00
  • Available as a Commonwealth Supported Place
  • HECS-HELP is available on this unit, depending on your eligibility3
  • FEE-HELP is available on this unit, depending on your eligibility4

1 Please refer here more information on student contribution amounts.
2 Information on eligibility and Approved Pathway courses can be found here
3 Please refer here for eligibility for HECS-HELP
4 Please refer here for eligibility for FEE-HELP

If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

Please note: international students should refer to this page to get an indicative course cost.


AssessmentTest or quiz (30%)|Plan (30%)|Report (40%)
TimetableView the lecture timetable | View the full unit timetable



You will need the following text: Hair, J. et al. 2014. Marketing Research, 4th edition, McGraw-Hill Education.


Aaker, D.A., Kumar, V., Leone, R.P. and Day, G.S. 2016. Marketing Research, 12th edition, Wiley.

Babbie, E.R. 2013. The Basics of Social Research, 6th edition, Cengage Learning, Wadsworth.

Burns, A. and Bush, R. 2014. Marketing Research, 7th edition, Pearson Education.

Hinton, R., McMurray, I. and Brownlow, C. 2014. SPSS Explained (electronic resource), 2nd edition, Routledge, Taylor & Francis Group.

Ho, R. 2014. Handbook of Univariate and Multivariate Data Analysis with IBM SPSS [electronic resource], 2nd edition, Taylor & Francis.

Malhotra, N.K. 2014. Basic Marketing Research, Pearson International Edition, 4th edition, Pearson Education, Upper Saddle River, NJ.

Malhotra, N.K. 2015. Essentials of Marketing Research: A Hands-on Orientation, Global Edition, Pearson.

Neuman, W.L. 2012. Basics of Social Research: Qualitative and Quantitative Approaches, 3rd edition, Pearson.

Pallant, J. 2016. SPSS Survival Manual: A Step by Step Guide to Data Analysis using IBM SPSS, 6th edition, Allen & Unwin.

Quester, P., Pettigrew, S., Kopanidis, F., Rao Hill, S. & Hawkins, D. 2014. Consumer Behaviour: Implications for Marketing Strategy, 7th edition, McGraw-Hill, North Ryde NSW.

Wuyts, S. 2010. The connected customer: The changing nature of consumer and business markets, Routledge, New York.

LinksBooktopia textbook finder

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