Marketing Research unit (BMA331)

Hobart, Hong Kong Universal Ed, Online, Shanghai Ocean University

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

Location	Study period	Attendance options		Available to
Hobart	Semester 1
Hong Kong Universal Ed	Semester 1
Online	Semester 1
Shanghai Ocean University	Shanghai Semester 2

Note

Enrolment in units available at ECA Melbourne, Hong Kong Universal Ed, and Shanghai Ocean University is only available to eligible students studying at those corresponding locations.

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Key Dates

Study Period	Start date	Census date	WW date	End date
Semester 1	22/2/2026	16/3/2026	19/4/2026	13/6/2026
Shanghai Semester 2	1/3/2026	6/4/2026	18/4/2026	4/6/2026

* 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 2026 are indicative and subject to change. Finalised census dates for 2026 will be available from the 1st October 2025. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

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

Field of Education	Commencing Student Contribution 1,3	Grandfathered Student Contribution 1,3	Approved Pathway Course Student Contribution 2,3	Domestic Full Fee 4
010103	$592.00	$592.00	not applicable	$2,919.00

• 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 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.

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

Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.

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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