Marketing Research unit (BMA331)

Introduction

Marketing research is the process through which firms acquire market information to support decision-making. Given the rapid changes in consumer behaviour and business environments, it is essential for firms to understand who their customers are, what they do, why they do it, when their purchases occur, and where they take place. Marketing research enables firms to assess whether they are meeting consumer needs and demands, and whether changes are required in the delivery or features of new and existing products.

This unit covers both qualitative and quantitative research approaches, sampling methods, and analytical techniques used in marketing research.

Students will be introduced to the fundamental principles that underpin the design and implementation of effective marketing research. The process includes: problem identification, development of the research approach, formulation of the research design, data collection, preparation and analysis, and the development of marketing strategies. Through the analysis of real-world business cases and the completion of comprehensive research tasks, students will gain deeper insights into the practice of marketing research. The knowledge acquired in this unit will equip students to become skilled marketers capable of designing and conducting market research and developing effective marketing strategies.

Summary

Unit name	Marketing Research
Unit code	BMA331
Credit points	12.5
College/School	Tasmanian School of Business and Economics
Discipline	Marketing
Coordinator	Doctor Rajesh Rajaguru
Available as an elective?	Yes
Delivered By	University of Tasmania and Third Party(ies): ECA|Universal College of Higher Education Hong Kong
Level	Advanced

Availability

Specific information on 2027 unit availability will be available in August

Learning Outcomes

• 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 research problems in an ethical manner.

Fee Information

2027 fee information will be available in August.

Teaching

Assessment	Marketing Research Plan Proposal (30%)|Workshop Assessment (30%)|Data analysis and Interpretation (40%)
Timetable	View the lecture timetable | View the full unit timetable

Textbooks

Required	You will need the following text: Malhotra, N. K. 2019, Marketing Research: An Applied Orientation, Global Edition, 7th edn, Pearson Education, Harlow, UK, ISBN-13: ¿ 978-1292265636 Note: A digital version of the textbook would be more cost-effective and can be acquired from the publisher’s website or online.
Recommended	• Hair, J.F. Jr & Lukas, B.A. 2015, Marketing Research, 4th edn, McGraw-Hill Education.   Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.

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