Course overview
This course will provide students with an understanding of the essential role of market research in providing accurate and useful information upon which to base business decision-making, how market research 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).