Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (Day)
Coordinator(s)Dr David Stewart


Research in marketing is often taught as a highly theoretical process, with an assumption that once the problem or issue has been determined, it is then possible to undertake the research with little further consideration. In fact the design, execution and dissemination of research are of the utmost importance. Many will-founded research projects fail at the implementation stage and much valuable upon the requirements for undertaking applied marketing research. The unit is intended to provide a practical insight into marketing research through case studies, exercises and presentations.


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:

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


Within semester assessment: 100%

Contact hours

3 hours per week