Market and Business Research

Subject MKTG20004 (2014)

Note: This is an archived Handbook entry from 2014.

Credit Points: 12.50
Level: 2 (Undergraduate)
Dates & Locations:

This subject is not offered in 2014.

Time Commitment: Contact Hours: Semester 2: Two 1-hour lectures and a 1-hour tutorial per week; Summer Semester: Two 2-hour lectures and one 2-hour tutorial per week for six weeks
Total Time Commitment:

Semester 2: 3 hours per week plus a minimum of 6 hours per week in self-directed study;

Summer Semester: 6 hours per week plus a minimum of 12 hours per week in self-directed study.


One of the following:

Study Period Commencement:
Credit Points:
Summer Term, Semester 1, Semester 2
Semester 1, Semester 2

One of the following:

Study Period Commencement:
Credit Points:
Summer Term, Semester 1, Semester 2
Semester 1, Semester 2
Recommended Background Knowledge:

Please refer to Prerequisites and Corequisites.

Non Allowed Subjects:


Core Participation Requirements:

For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements for this entry.

The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website:



Semester 2:

Subject Overview:

This subject develops students' knowledge of fundamental market and business research concepts. It addresses the purpose, procedures and applications of market business research; helps view market and business research from a 'users' and 'doers' perspective; and aims to improve the managerial value of such research for strategic decision making. Specific topics include the formulation of the research problem; research design; data collection instruments; data collection procedures; statistical data analysis tools including multiple regression analysis; and the interpretation and use of research results.

Learning Outcomes:

MKTG20004 Market and Business Research is designed for future marketing managers and researchers. It aims to help students develop skills to address management problems using analytical tools.

On the successful completion of this subject, students should be able to:

  • Analyse the role of market and business research in marketing decision making;
  • Learn the marketing research process and apply in marketing research projects;
  • Perform essential qualitative and quantitative techniques and methods to analyze market and business research data;
  • Interpret the implications of market and business research on business development;
  • Apply market and business research principles by conducting an in-depth market research project for a real management problem.

A 2-hour end-of- semester examination (55%), two written assignments totalling not more than 3500 words (35%), one due in the middle of the semester and one due at the end of semester, and tutorial work (10%)

Prescribed Texts:

You will be advised of prescribed texts by your lecturer.

Breadth Options:

This subject potentially can be taken as a breadth subject component for the following courses:

You should visit learn more about breadth subjects and read the breadth requirements for your degree, and should discuss your choice with your student adviser, before deciding on your subjects.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills:

On the successful completion of MKTG20004 Market and Business Research, students should have improved the following generic skills:

  • Problem solving, such as translating a management problem into a research question;
  • Written communications;
  • Statistical analysis skills;
  • Collaborative learning and team work;
  • Assessing research materials from a range of sources.

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