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 TypeTitleResource RequirementAuthor and YearPublisher
ReadingsMarketing Research: International EditionRecommendedBurns, A.C and Bush, R.F (2017)Pearson
ReadingsA Concise Guide to Market ResearchPrescribedMarko Sarstedt and Erik Mooi (2018), Edition 3Soringer 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

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Start date between: and    Key dates

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 elementComments% ILO*
One 2,500-word individual applied assignmentEach student has to do applied assignment using digital Asteroid database40 01, 02, 03, 04
One 2,500-word individual major assignmentEach student has to write a proposal40 01, 02, 03
One group class presentation/final report; 1000-words equivalent per student2-3 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 elementComments% ILO*
One 2,500-word individual applied assignmentEach student has to do applied assignment using digital Asteroid database40 01, 02, 03, 04
One 2,500-word individual major assignmentEach student has to write a proposal40 01, 02, 03
One group class presentation/final report; 1000-words equivalent per student2-3 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 elementComments% ILO*
One 2,500-word individual applied assignmentEach student has to do applied assignment using digital Asteroid database40 01, 02, 03, 04
One 2,500-word individual major assignmentEach student has to write a proposal40 01, 02, 03
One group class presentation/final report; 1000-words equivalent per student2-3 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 elementComments% ILO*
One 2,500-word individual applied assignmentEach student has to do applied assignment using digital Asteroid database40 01, 02, 03, 04
One 2,500-word individual major assignmentEach student has to write a proposal40 01, 02, 03
One group class presentation/final report; 1000-words equivalent per student2-3 students per group.20 02, 03, 04