MKX4060 - Marketing research practice - 2017

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 Sean Sands

Not offered in 2017


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 formalising 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 formalise 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%

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)