This unit (BHO2285) aims to familiarise students with the applications for qualitative and quantitative market research methods and its importance in making sound business and marketing decisions. In addition, students successfully complete an applied research project.
Unit details
Location:
Study level:
Undergraduate
Credit points:
12
Unit code:
BHO2285
Prerequisites
BEO1106 - Business Statistics
BHO1171 - Introduction to Marketing
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Learning Outcomes
| 1. | Conceptualise research to assist management in decision making; | ||
| 2. | Evaluate and justify the most appropriate research technique for a given research project; | ||
| 3. | Develop and/or evaluate an appropriate data collection form/s; | ||
| 4. | Analyse and interpret data; and | ||
| 5. | Present research findings. |
Assessment
Melbourne campuses
Students studying under the VU Block Model.
| Assessment type | Description | Grade |
|---|---|---|
| Test | Online Multiple Choice Quiz | 10% |
| Assignment | Design Online Questionnaire | 25% |
| Test | In-class Test | 40% |
| Presentation | Research Findings Presentation | 25% |
Other locations
| Assessment type | Description | Grade |
|---|---|---|
| Exercise | Multiple choice quiz (week 4) | 10% |
| Other | Data collection and entry | 10% |
| Report | Research report | 30% |
| Examination | Final examination | 50% |
Required reading
Marketing Research (4th ed., Asia Pacific ed.).
Zikmund, W., D'Alessandro, S., & Winzar, H. (2017).
South Melbourne: Cengage Learning Australia.
Where to next?
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