Marketing Research - 2016

Unit summary


  • Level of Study: Undergraduate Level 2
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2016: SP1
  • Availability for 2017: SP1
  • Assessment: Invigilated Exam - (40-60%) , Report1 - (20-30%) - Learn more

Unit provided by

2016 Fees
Domestic 1,305.00
HECS 1,305.00
International 1,555.00

This unit aims to assist students to be able to understand the marketing research process with an emphasis on the practical implementation of survey research techniques in a real life situation. In addition, students should have developed the ability to identify research opportunities, as well as to understand how marketing research findings can be practically implemented in the business environment.

On successful completion of this unit, students will be able to:

  1. Identify appropriate research methods given a specific research problem
  2. Plan an approach to solving a management problem
  3. Evaluate different research design elements and outline how they inform research practices
  4. Design appropriate research problems, objectives, questions or hypotheses in order to underpin the research design
  5. Analyse primary data to interpret results appropriate to the research design
  6. Outline the legal, social, and ethical issues faced by marketing researchers and determine their impact on research design
  • Invigilated Exam — (40-60%)
  • Report1 — (20-30%)
  • Report2 — Group (20-30%)
For more information on invigilated exams see Exams and results

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

  • Broadband access

This unit addresses the following topics.

1The marketing research process
2Decision problem, research question and research objectives
3Different types of research design or approaches
4Qualitative and quantitative research techniques
5Descriptive research design using surveys
6Sampling: theory, methods and issues in marketing research
7Data preparation and analysis
8Preparing the marketing research report
9Ethics involved in marketing research

Each unit offered through OUA provides students with unit information that includes assessment topics and due dates, policy information and contact numbers for university support and academic staff. Study materials will also clearly outline each week's topic, readings, student activities and the format of all assessment.

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.

Click on the titles of the listed books below to find out more:

Required textbooks

  • Marketing Research: Asia Pacific Edition

    By:Zikmund et al

    ISBN: 9780170236027


    Supplier:Go to The Co-op Bookshop

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