MKF5912 - Marketing research - 2019

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - 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

Chief examiner(s)

Dr Stanislav Stakhovych (First semester)
Dr Dominic Thomas (Second semester)


Dr Stanislav Stakhovych (First semester)
Dr Dominic Thomas (Second semester)

Unit guides



  • First semester 2019 (Evening)
  • Second semester 2019 (Off-campus)


Students must have passed MKF5955 or equivalent, or be enrolled in course B6010, or be granted permission from the Chief Examiner to undertake this unit.


Making decisions without a true understanding is like walking in the dark. One way to acquire reliable and relevant information is through conducting rigorous marketing research. In this unit, you will learn a systematic and objective process for generating information to aid in making marketing decisions. You will not only learn how to formulate a marketing research problem and write a research brief from a managerial perspective, but also how to choose an appropriate research design and produce a research proposal from a researcher perspective. Finally, you will learn how to collect and analyse data, and how findings from a research report can be used to guide better managerial decisions.


The learning goals associated with this unit are to:

  1. identify key concepts and methods for conducting marketing research
  2. formulate marketing research problems and/or opportunities
  3. develop skills on how to formulate appropriate research design
  4. conduct data analysis and interpret results from a marketing perspective
  5. develop and present a research proposal
  6. interpret marketing research findings to assist managerial decision making.


Within semester assessment: 60% + Examination: 40%

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