This course is directed at students interested in quantitative methods of marketing research and provides an introduction to many of the techniques currently used in modern marketing practice. The course will familiarize students with fundamental concepts of marketing research and some of the frequently encountered research topics and techniques used in marketing practice. The topics to be covered will be in the areas of data collection and techniques of data analysis; and may include techniques used in: market segmentation and targeting; positioning and branding; pricing; product design; and advertising and promotion. In conjunction with appropriate marketing courses such as MKTG2001(Marketing Research), this unit aims to provide students with an overview of the marketing research process. Emphasis will be placed on case studies of marketing practice and on the practical application of the methods discussed.
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
- To give students an appreciation of the role that marketing research plays in decision making by marketing managers.
- To equip students to find and access market research information effectively and to evaluate the quality and relevance of this information.
- To further develop the knowledge and practical skills for students to plan, implement and report marketing research projects.
- To improve written and oral skills in communicating research findings to a range of clients.
To be able to work efficiently and effectively as part of a market research team and to be able to critically evaluate information and ideas presented by other members of the team.
Other Information
See the course outline on the College courses page. Outlines are uploaded as they become available.
Indicative Assessment
Project work: 40%
Examination: 60%
The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.
Workload
Students are expected to commit at least 10 hours per week to completing the work in this course. This will include at least 3 contact hours per week and up to 7 hours of private study time.
Prescribed Texts
The text for this course will be the same text that was prescribed in MKTG2001, a copy of which is available on short loan in the Chifley Library:
- NK Malhotra Marketing research: an applied orientation, 5th Edn, Pearson Prentice Hall, Upper Saddle River, New Jersey, 2007
Packaged with this text is a CD containing a student version of SPSS statistical computing package; which we will be using in computing workshops and which you will need to do the work for your project. A copy of this CD will be is also available on short loan in the Chifley Library. Another version of SPSS is also available on all InfoCommons computers on the ANU campus.
Students may also find it useful to have access to a pocket calculator for project work and especially for the final exam.
Preliminary Reading
A copy of this and any other handouts for the course will be made available via the WebCT site for STAT2003. In general, class materials will NOT be handed out and will only be made available through the WebCT site. A separate WebCT site will NOT be maintained for STAT6006, however all enrolled students should have access to the STAT2003 WebCT site.
Assumed Knowledge
Successful completion of MKTG2001, which discusses the formulation of marketing research problems, and an introductory unit in statistics such as STAT1008 (Quantitative Research Methods) are essential prerequisites for undergraduate students enrolling in STAT2003. For graduate students enrolling in STAT6006, this course assumes equivalent prerequisite knowledge. For further details, refer to the Study@ANU area on the ANU website: http://studyat.anu.edu.au/.Fees
Tuition fees are for the academic year indicated at the top of the page.
If you are a domestic graduate coursework or international student you will be required to pay tuition fees. Tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
- Student Contribution Band:
- 2
- Unit value:
- 6 units
If you are an undergraduate student and have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). You can find your student contribution amount for each course at Fees. Where there is a unit range displayed for this course, not all unit options below may be available.
| Units | EFTSL |
|---|---|
| 6.00 | 0.12500 |
Course fees
- Domestic fee paying students
| Year | Fee |
|---|---|
| 2017 | $3660 |
- International fee paying students
| Year | Fee |
|---|---|
| 2017 | $4878 |
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.
