APPLIED MARKET RESEARCH
MKT5AMR
2020
Credit points: 15
Subject outline
In this subject you will learn to develop an ability to understand the role and scope of the marketing research activity within a firm, in both national and international settings and to engender confidence in critical thinking regarding decisions relating to marketing research practice. The relationship between marketing strategy and marketing research will be explored, with a view to highlighting the importance of aligning the research process with the required strategic marketing outcomes. Particular attention is paid to developing an understanding of commonly used research methodologies and of their application. Additionally, you will be presented with specific computer based tools for understanding and interpreting data in order to assist in managerial decision making.
SchoolLa Trobe Business School
Credit points15
Subject Co-ordinatorMarthin Nanere
Available to Study Abroad StudentsYes
Subject year levelYear Level 5 - Masters
Exchange StudentsYes
Subject particulars
Subject rules
PrerequisitesN/A
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditionsN/A
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Marketing Research: International Edition | Recommended | Burns, A.C and Bush, R.F (2017) | Pearson |
| Readings | A Concise Guide to Market Research | Prescribed | Marko Sarstedt and Erik Mooi (2018), Edition 3 | Soringer Texts |
Graduate capabilities & intended learning outcomes
01. Evaluate the role of marketing research in the marketing function.
- Activities:
- Seminars and SPSS Workshops
- Related graduate capabilities and elements:
- Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)
02. Assess the nature, functions and difficulties inherent in selected marketing research techniques.
- Activities:
- Seminars and Statistical Package for Social Science (SPSS); writing a proposal; presenting final research report
- Related graduate capabilities and elements:
- Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy)
- Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy)
- Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
03. Recognise and formulate the degree of expense and effort required to gather primary data as compared with the ease of acquiring secondary data.
- Activities:
- Seminars and SPSS Workshops; applied assignment (i.e Asteroid)
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Personal and Professional Skills (Ethical behaviour)
04. Demonstrate an ability to use advanced statistical techniques for data analysis.
- Activities:
- Seminars and Statistical Package for Social Science (SPSS) workshops; Writing final research report.
- Related graduate capabilities and elements:
- Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy)
- Literacies and Communication Skills (Writing,Speaking,Quantitative Literacy)
Subject options
Select to view your study options…
City Campus, 2020, Semester 1, Night
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMarthin Nanere
Class requirements
Computer Laboratory
Week:
10
-
22
One 2.0 hours computer laboratory per week
on weekdays
during the day
from week 10 to week 22
and delivered via face-to-face.
Seminar
Week:
10
-
22
One 1.0 hours seminar per week
on weekdays
during the day
from week 10 to week 22
and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One 2,500-word individual applied assignment | Each student has to do applied assignment using digital Asteroid database | 40 | 01, 02, 03, 04 |
| One 2,500-word individual major assignment | Each student has to write a proposal | 40 | 01, 02, 03 |
| One group class presentation/final report; 1000-words equivalent per student | 2-3 students per group. | 20 | 02, 03, 04 |
City Campus, 2020, Semester 2, Night
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMarthin Nanere
Class requirements
Computer Laboratory
Week:
31
-
43
One 2.0 hours computer laboratory per week
on weekdays
during the day
from week 31 to week 43
and delivered via face-to-face.
Seminar
Week:
31
-
43
One 1.0 hours seminar per week
on weekdays
during the day
from week 31 to week 43
and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One 2,500-word individual applied assignment | Each student has to do applied assignment using digital Asteroid database | 40 | 01, 02, 03, 04 |
| One 2,500-word individual major assignment | Each student has to write a proposal | 40 | 01, 02, 03 |
| One group class presentation/final report; 1000-words equivalent per student | 2-3 students per group. | 20 | 02, 03, 04 |
Melbourne, 2020, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMarthin Nanere
Class requirements
Computer Laboratory
Week:
10
-
22
One 2.0 hours computer laboratory per week
on weekdays
during the day
from week 10 to week 22
and delivered via face-to-face.
Seminar
Week:
10
-
22
One 1.0 hours seminar per week
on weekdays
during the day
from week 10 to week 22
and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One 2,500-word individual applied assignment | Each student has to do applied assignment using digital Asteroid database | 40 | 01, 02, 03, 04 |
| One 2,500-word individual major assignment | Each student has to write a proposal | 40 | 01, 02, 03 |
| One group class presentation/final report; 1000-words equivalent per student | 2-3 students per group. | 20 | 02, 03, 04 |
Melbourne, 2020, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMarthin Nanere
Class requirements
Computer Laboratory
Week:
31
-
43
One 2.0 hours computer laboratory per week
on weekdays
during the day
from week 31 to week 43
and delivered via face-to-face.
Seminar
Week:
31
-
43
One 1.0 hours seminar per week
on weekdays
during the day
from week 31 to week 43
and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One 2,500-word individual applied assignment | Each student has to do applied assignment using digital Asteroid database | 40 | 01, 02, 03, 04 |
| One 2,500-word individual major assignment | Each student has to write a proposal | 40 | 01, 02, 03 |
| One group class presentation/final report; 1000-words equivalent per student | 2-3 students per group. | 20 | 02, 03, 04 |