Market and Business Research

This subject has the following teaching availabilities in 2015:

Semester 1: 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:

One of the following:

Please refer to Prerequisites and Corequisites.

None

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: http://www.services.unimelb.edu.au/disability/

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.

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
• Tutorial work (10%)

You will be advised of prescribed texts by your lecturer.

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

• Bachelor of Arts
• Bachelor of Biomedicine
• Bachelor of Environments
• Bachelor of Music
• Bachelor of Science
• Bachelor of Engineering

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.

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.