BX3181 - Applied Marketing Research

This subject extends the knowledge and skills gained in BX2174 Research and Decision Making for Business. Students are involved in a practical application of market research via a group/individual project which focuses on a real company situation. Based on the identified problem, students develop a research proposal, devise a research plan for collecting the information, and implement the research plan including collecting and analysing the data. The findings are interpreted and implications are derived to address the research problem. The project concludes with a professional research report and presentation. A range of projects will be sourced for this subject including those from small businesses and not-for-profit organisations.

Learning Outcomes

• demonstrate effective communication skills and the ability to work with others in a professional research manner;
• demonstrate a sound application of marketing research ethics when conducting market research;
• apply marketing research principles and processes through developing a research proposal for a specific company issue;
• conduct an in-depth research project, analyse and interpret data, and present findings and recommendations for the project.

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.