Market Research

Griffith University

Course Description

  • Course Name

    Market Research

  • Host University

    Griffith University

  • Location

    Gold Coast, Australia

  • Area of Study

    Marketing

  • Language Level

    Taught In English

  • Prerequisites

    Prerequisite: 1003MKT/1083MKT (Introduction to Marketing)

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

    10
  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Course Description
    Effective management decision-making requires reliable, valid and up-to-date market research. This course introduces the basic concepts of the research process including problem definition, research design, measurement, data collection, data analysis and presentation of research findings. This is an important skill set to add to your career credentials. This course has a prerequisite requirement which means you must successfully complete the listed course or requirement/s before enrolling in this course. If you have enrolled in the course without meeting this requirement you must withdraw immediately or contact the program director if you believe you have extenuating circumstances. It is our experience that students who have not completed the prerequisite course struggle to complete the course and often fail as a result. It is also your responsibility to have any transfer credit appearing on your academic transcript before enrolling
    Course Introduction
    This course highlights the importance of market research to the organisation by showing how the market research function integrates with all other aspects of marketing activity, and by demonstrating how effective market research leads to a more market-orientated organisation.
    Course Aims
    This course highlights the importance of market research to the organisation by showing how the market research function integrates with all other aspects of marketing activity, and by demonstrating how effective market research leads to a more market-orientated organisation.
    This course aims to provide an introduction to the concepts and understanding of the application of the market research process including problem definition, selection and evaluation of an appropriate research design, measurement, sampling, field work, analysis, and presentation of research findings so that students can more confidently evaluate and participate in research applications relevant to the organisation.
    Learning Outcomes
    After successfully completing this course you should be able to:
    1 Select a research methodology and a design appropriate to an organisation's marketing information needs and to validate that design;
    2 Understand and use the techniques of marketing research including measurement, sampling, and data analysis for the purposes of creating reliable information on which to make useful recommendations;
    3 Develop practical skills and basic competence in the use of the SPSS computer program and interpretation of appropriate SPSS output for the purpose of decision making;
    4 Effectively present market research information through a written report of an appropriate business-like standard.

    Assessment Task

    Weighting/Marked out of

    Exam - selected response
    Mid-Semester Test

    25%/50

    Assignment - Written Assignment
    Group Research Project

    35%/100

    Exam - constructed response
    Final Exam

    40%/80

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.