Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2014 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

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedPeninsula First semester 2014 (Day)
Coordinator(s)Dr Josh Newton


Research methodology and analysis plays a fundamental role in problem identification, decision making, strategy development, marketing planning and the evaluation of marketing performance. Students will gain a working knowledge of qualitative research techniques. The unit is also designed to introduce students to hypothesis formulation and testing. In addition, students will explore issues associated with survey design and gain skills in basic statistical techniques used in analysing survey and experimental data.


The learning goals associated with this unit are to:

  1. explain the purposes and scope of the basic marketing research methods commonly used by organisations
  2. demonstrate an understanding of the steps required to formulate a research design
  3. develop skills in formulating and testing research hypotheses that are underpinned by sound theoretical frameworks
  4. develop competencies to analyse and interpret data by applying univariate, parametric, non-parametric, and correlational statistics
  5. demonstrate the ability to develop a marketing research report.


Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Workload requirements

Minimum total expected workload equals 144 hours per semester