Marketing Research and Analytics
Search out real-life research opportunities. Take the chance to test established survey research techniques. Implement your market research findings in a business context.
Name the ethical, legal and social issues that marketing researchers face.
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Students who successfully complete this subject will be able to:
- Identify and design appropriate research objectives, questions or hypotheses in order to address a specific research problem.
- Formulate and evaluate different research design elements and outline how they inform research practices.
- Analyse primary and secondary data using appropriate analytical tools and interpret the results to assist marketing decision making.
- Outline the legal, social, and ethical issues faced by marketing researchers and determine their impact on research design.
- Work collaboratively in groups.
- The marketing research process
- Decision problem, research question and research objectives
- Different types of research design or approaches
- Qualitative and quantitative research techniques
- Marketing analytics including digital data
- Sampling: theory, methods and issues in marketing research
- Data preparation, exploration, analysis, and visualisation using the latest analytical tools
- Preparing the marketing research report
- Ethics involved in the use of data for marketing purposes
You must have successfully completed the following subject(s) before starting this subject:
Students must have completed 87.5 Credit Points (7 x subjects) in addition to MKT10007 (or if applicable - AVA10004)
- SoftwareDetails - The following software is required for this unit: IBM SPSS Statistics 25 Base Grad Pack only. This software can be purchased from either of the following retailers: • https://onthehub.com/download/software-discounts/spss-statistics • https://www.hearne.software/Software/SPSS-Grad-Packs-for-Students-by-IBM/Editions#version_Statistics
This subject aims to assist students to understand the value of data to marketers as well as the marketing research process, and how marketing analytics can assist in the marketing decision making process. Students will develop the ability to identify research opportunities, collect, analyse and interpret data from traditional and digital data sources, as well as to understand how marketing research findings can be practically implemented in the business environment. Through latest data analytical and visualisation tools, students will generate the marketing research reports that can assist marketing managers and business to make inform strategic decisions.
- Research brief - Individual (20-30%)
- Research proposal - Individual (30-40%)
- Research report - Group (30-50%)