Marketing Research
UndergraduateTAS-BMA3312026
Course information for 2026 intake View information for 2025 course intake
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- Study method
- 100% online
- Assessments
- 100% online
- Enrol by
- 15 Feb 2026
- Entry requirements
- No ATAR needed, No prior study
- Duration
- 12 weeks
- Price from
- $2,919
- Upfront cost
- $0
- Loan available
- HECS-HELP and FEE-HELP available
Marketing Research
About this subject
Upon completion of this subject, the student should be able to:
- Explain the fundamental marketing research concepts that facilitate problem definition and critically analyse approaches to solve the problem.
- Analyse and evaluate basic marketing research theory.
- Explain and analyse the process by which information is gathered, analysed, and interpreted to address research problems in an ethical manner.
- Introduction to Marketing Research
- Defining the Marketing Research Problem and Developing an Approach
- Research Design: Introduction; Secondary Data and Syndicated Data
- Qualitative Research
- Descriptive Research Design
- Survey and Observation
- Questionnaire Design
- Developing a questionnaire
- Pretesting
- Sampling Design
- Probability and non-probability sampling
- Sample size
- Reflection of Research Design, Measurement and Scaling and Sampling
- Qualitative Data Analysis
- Within case and cross-case analysis
- Introduction to SPSS software or data preparation and analysis
- Data Analysis: Frequency distribution and cross-tabulation and Chi-square
- Data Analysis: Hypothesis Testing related to correlation, and regression
- Research Report preparation and presentation
Marketing research is the process through which firms acquire market information to support decision-making. Given the rapid changes in consumer behaviour and business environments, it is essential for firms to understand who their customers are, what they do, why they do it, when their purchases occur, and where they take place. Marketing research enables firms to assess whether they are meeting consumer needs and demands, and whether changes are required in the delivery or features of new and existing products.
This subject covers both qualitative and quantitative research approaches, sampling methods, and analytical techniques used in marketing research.
Students will be introduced to the fundamental principles that underpin the design and implementation of effective marketing research. The process includes: problem identification, development of the research approach, formulation of the research design, data collection, preparation and analysis, and the development of marketing strategies. Through the analysis of real-world business cases and the completion of comprehensive research tasks, students will gain deeper insights into the practice of marketing research. The knowledge acquired in this subject will equip students to become skilled marketers capable of designing and conducting market research and developing effective marketing strategies.
- Data Analysis and Interpretation (40%)
- Marketing Research Plan Proposal (30%)
- Workshop Assessment (30%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
No entry requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
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What to study next?
Once you’ve completed this subject it can be credited towards one of the following courses
Bachelor of Business (Marketing)
UndergraduateTAS-BMK-DEG
Bachelor of Business and Bachelor of Economics
UndergraduateTAS-BEC-DEG
Bachelor of Business and Bachelor of Psychological Science
UndergraduateTAS-BPS-DEG
Bachelor of Business and Bachelor of Science
UndergraduateTAS-BBS-DEG
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