Course overview
Market research plays an essential role in providing accurate and useful information upon which to base business decision-making. This course provides students with an understanding of what market research can do, how it is carried out, and the different sorts of market research data commonly encountered. The role of market research in an organisation, overview of the Australian market research industry, briefing and choosing a research provider, key stages in a research project, what constitutes “good” research, ethics and privacy issues, qualitative research, reliability and validity, sampling and non-response, questionnaires, overview of quantitative data types, fieldwork management, overview of data analysis tools, secondary and internal data, designing a research system, future trends in market research.
Course learning outcomes
- Describe various market research methods and their practical applications
- Recognise the strengths and limitations of market research methods
- Prepare a brief for a market research agency
- Evaluate the benefits and limitations of different types of market research data and reports
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Problem Solving (intermediate level); ii) Ethical Awareness (intermediate level); and iii) Written Communication (intermediate level).