Faculty of Business and Economics

print version

This unit entry is for students who completed this unit in 2016 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.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


Dr Stephen Saunders



  • First semester 2016 (Day)


Marketing research provides students with a broad understanding of the entire marketing research process. This includes understanding the marketing research decision process, research design, sampling, data collection, data analysis and how to prepare a marketing research proposal and report.


The learning goals associated with this unit are to:

  1. understand the marketing research process
  2. compare and contrast the different marketing research methods and procedures
  3. prepare a marketing research proposal
  4. implement a marketing research project
  5. design an online survey
  6. prepare a marketing research report.


Within semester assessment: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)