Marketing Research and Analytics
Overview
The aim of this unit is 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.
Requisites
Rule
87.5 credit points
AND EITHER
MKT10009 Marketing and the Consumer Experience
OR
AVA10004 Aviation Marketing
01-June-2025
08-June-2025
02-November-2025
08-February-2026
Learning outcomes
Students who successfully complete this unit will be able to:
- Evaluate and design appropriate research objectives, questions, or hypotheses to address research problems
- Formulate and evaluate different research design elements and outline how they inform research practices
- Apply qualitative and quantitative research methods, utilize suitable analytical tools and techniques, and interpret data for informed 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
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Online Lecture | 1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Swinburne Online and OUA
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Research Assignment | Individual | 20 - 30% | 1,2 |
| Research Proposal | Individual | 30 - 40% | 2,3,4 |
| Research Report | Group | 30 - 50% | 3,4,5 |
Content
- 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
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.