The Marketing Research course introduces students to the realm of marketing intelligence and the significance of data to marketers and to companies as an important foundation for planning marketing activities towards the creation of value for the firm. The course provides a comprehensive approach to contemporary marketing research principles and practices towards gathering, acquiring, appraising and applying evidence for decision making. The course covers recent online marketing research trends and developments in the area of relationship and experiential marketing, and their impacts on the quality of evidence and on marketing research applications. Its principal aim is to provide students with research and managerial knowledge, tools and skills for identifying, tackling, judging and using evidence to solve marketing problems in business.
Upon successful completion, students will have the knowledge and skills to:
By the end of this course, students will be able to:
1 Identify marketing problem(s) to assist in decision making
2 Choose the methodologies to acquire evidence in an ethical manner to address the marketing problem.
3 Retrieve primary and secondary data to solve the marketing problem
4 Establish the methodological quality, reliability and validity of the data collected
5 Integrate all types of relevant evidence towards finding solutions to the marketing problem
6 Find solutions to the marketing problem based on the integrated relevant evidence
7 Produce an evidence-based marketing report to maximise likelihood of effective implementation of solutions.
- Quiz 1 individual (10%)
- Self-reflection assessment (10%)
- Quiz 2 individual (10%)
- Research Proposal Group (10%) S: Marketing Research Report (20 + 10% oral defence)
- Final Exam (30%)
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.
The average student workload for this course is 10 hours per week. For on-campus students this includes time spent in scheduled classes and self-directed study time. For on-line students this includes time spent reading, researching, studying and participating in on-line activities.
Requisite and Incompatibility
Marketing Research, 2014 (4e) by Hair, Lukas, Miller, Bush & Ortinau; McGraw-Hill Education
We also encourage students to register with the book’s companion online learning centre (OLC) at www.mhhe.com/au/hair4e for an engaging learning experience.
The book is available at the Co-op bookshop.
The eBook can also be purchased at the following:
Assumed KnowledgeSTAT1008 and/or Business Research Methods
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:
- 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.
Offerings and Dates
|Class number||Class start date||Last day to enrol||Census date||Class end date||Mode Of Delivery||Class Summary|
|7878||22 Jul 2019||29 Jul 2019||31 Aug 2019||25 Oct 2019||In Person||N/A|