Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

To find units available for enrolment in the current year, you must make sure you use the indexes and browse unit tool in the current edition of the Handbook.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield Second semester 2013 (On-campus block of classes)
Coordinator(s)Dr Dominic Thomas


The unit provides practical training in the analysis of data. The unit will also illustrate how research methods are used in academic research and compare this to marketing industry research. Through workshops, exercises and presentations students will gain practical skills in data analysis. Review of the research process provides insight into variations in problem definition, theory development or application, and reporting across different research perspectives.


The aim of this unit to provide students with knowledge regarding practical and professional issues surrounding the conduct of academic research in Marketing. This unit is designed to fill the gaps between theoretical knowledge and practice and provide for skills in identifying and formalizing research problems, preparing literature based arguments, understanding philosophical stances in marketing research, as well as issues surrounding data management, dissemination, project specification and ethics.

Upon successful completion of this unit students will:

  1. have an understanding of the different philosophies that inform approaches to marketing research appreciate their methodological imperatives
  2. be able to identify, specify and formalize research opportunities
  3. understand the requirements of generating a literature review and a theoretical frame of reference
  4. have an ability to record, track, analyse and manage literature sources
  5. appreciate the practical problems in undertaking fieldwork including data management, security and ethics
  6. be able to prepare a rigorous proposal for an academic research project in Marketing
  7. be able to address research to different target audiences, through writing style, argument structure and dissemination plans
  8. appreciate the processes involved in delivering different research outputs


Within semester assessment: 100%

Chief examiner(s)

Contact hours

3 hours per week