24720 Introduction to Marketing Research6cp
Requisite(s): ((24734c Marketing Management OR 24834 Marketing Decision Making)) AND ( 24710c Buyer Behaviour )
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
This subject provides a comprehensive review of the marketing research process, from problem recognition and definition through to the findings and recommendations for marketing decision-making. The subject provides students with the cognitive, technical and creative skills to generate and evaluate complex ideas and concepts and apply them to the field of marketing research. This can then be applied in the subject to conduct high quality, managerially actionable research. Topics covered include the marketing process – the generation and management of the marketing information resources of an organisation. In this sense, the subject is critical to a discussion of specific, functional decision areas of marketing in other subjects. The practical emphasis in this subject contributes to students' understanding of the theories, technical skills, and methodologies required to draw conclusions to make professional decisions for marketing decision makers.
Detailed subject description.