MKT202 Marketing Research and Analytics
Unit Code
MKT202
Level
Undergraduate
Campus
Brisbane | Sydney
Prerequisites
MKT101, STA101
Credit Points
10
Overview
Marketing research and marketing analytics are important tools for marketers and are used to help in decision making. Marketing research aims to develop students’ understanding of qualitative and quantitative market research methods and their distinctive importance in supporting sound marketing decisions. You will be introduced to research methods and tools and develop skills to be able to formulate a research problem and research questions, identify relevant theory, design the most suitable research approach, design an appropriate research methodology and analyse data into meaningful information. In addition, students will also learn about potential ethical issues in conducting research and analysing data. This subject will also introduce students to the scientific method and technology of marketing research to better equip them in making an objective marketing decision.
Associated Degrees
Bachelor of Business (Information Systems)
Bachelor of Business (Marketing)
Duration | AQF Level
One Semester | Level 7
Core or elective Subject
☐ core subject
☐ elective subject
☒ other (please specify below): Core for BBM and Elective for BBIS
Study Modes
√ Face to face on site
√ Full-time
√ Part-time
Learning Outcomes
- Understand the managerial importance of market research and analytics and their role in marketing strategy
- Understand the marketing research process and develop an appropriate marketing research problem
- Identify and compile relevant theories to support a research problem and propose a conceptual framework
- Design a marketing research proposal and address any potential ethical issues
- Determine data analysis techniques most appropriate to a specific research project
Assessment
AIIHE uses a variety of assessment tools to guide and assess each student’s achievement of their learning outcomes. In this subject there will be in–class activities intended to support you to engage in and reflect on your learning journey and understanding of the subject. You will also undertake assessment tasks related to your skills development, your effective engagement in group work and delivery of collaborative outcomes, including a written report and an oral presentation.
Summary of Assessment
- Students must attempt all assessment tasks, and at least a mark of 50% in total, to pass this subject.
- Assessment in this subject is consistent with and informed by the AIIHE Assessment Policy and Procedure.
| Assessment Task | Due Date | Weighting |
|---|---|---|
| Assessment 1: Research case, Part A: Problem Recognition & Content Analysis |  Week 4 | 30% |
| Assessment 2: Research case, Part B: Research Design & Questionnaire | Week 8 | 30% |
| Assessment 3: Research case, Part C: Group Experimental Research Design, Presentation & Critical Discussion | Week 10 | 40% |
Learning Resources
AIIHE will update the topic coverage of the subject and the available relevant learning resources at the time of subject delivery. In the interim, AIIHE provides the following indicative list of relevant reference material. AIIHE also subscribes to eLearning Resources through the Canvas portal, and where relevant material is available, AIIHE will seek to source reference material from this system for staff and student access.
Prescribed text
- D'Alessandro, S., Lowe, B., Winzar, H., Zikmund, W. & Babin, J. (2023) Marketing Research: Asia Pacific Edition. 5th ed. Cengage Learning Australia.
- Saunders, M., Lewis, P. & Thornhill, A. (2023) Research Methods for Business Students. 9th edn. Harlow: Pearson Education.
Texts and References
- Hair, J., Ortinau, D. & Harrison, D. (2024) Essentials of Marketing Research. 6th ed. McGraw-Hill Education.
Recommended Reading
- Babin, B. (2018) Essentials of Marketing Research. 7th ed. Cengage Learning, USA.
- Maison, D. (2018) Qualitative Marketing Research. 1st ed. Routledge, Taylor & Francis Group.
- Maison, D. (2018) Qualitative Marketing Research. 1st ed. Routledge, Taylor & Francis Group.
- Malhotra, N.K., Birks, D.F. & Wills, P.A. (2019) Essentials of Marketing Research. 1st ed. Pearson Higher Education, UK.