MKTG5465 Applied Marketing Research

6 points
(see Timetable)
Semester 2UWA (Perth)Online-TT
Semester 2UWA (Perth)Multi-mode
This unit introduces students to research methods that are useful both in management situations and academic research. Topics are organised within the framework of the philosophy of science and focus on each stage of the research process, including the problem definition, the theoretical framework, generation of hypotheses, and research design. Univariate, bivariate and key multivariate techniques are addressed later in the unit.
Students are able to (1) display problem-analysis skills and effective communication to produce professional market research reports; (2) demonstrate a working knowledge of the concepts and methods of marketing research; (3) recognise, with an increased sensitivity, the biases and limitations of marketing data; (4) demonstrate competency with the SPSS statistical software package and the ability to use SPSS to input marketing data and analyse the results from various basic statistical techniques; (5) develop competencies to work more effectively in teams through completion of groupwork; (6) demonstrate personal awareness of the social and ethical impact of market research; and (7) demonstrate self-management and independent learning skills through the completion of weekly assigned work.
Indicative assessments in this unit are as follows: (1) class participation; (2) group report; and (3) examinations. Further information is available in the unit outline.

Supplementary assessment is not available in this unit.
Unit Coordinator(s)
Dr Liudmila Tarabashkina
Contact hours
lecture/seminar/tutorial: up to 3 hours per week
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • Unit readings, including any essential textbooks, are listed in the unit outline for each unit one week prior the commencement of study. The unit outline will be available via the LMS and the UWA Handbook. Reading lists and essential textbooks are subject to change each semester. Essential textbooks can be purchased from the commercial vendors to secure the best deal. The Student Guild can provide assistance on where to purchase books if required. Books can be purchased second hand at the Guild Secondhand bookshop (second floor, Guild Village), which is located on campus. Copies of textbooks and other readings will be made available for students to access from the Library, online wherever possible as well as in print.
  • If this unit is offered as on-campus face-to-face study only, students who are presently unable to enter Western Australia and whose studies would be delayed by an inability to complete this unit, should contact the unit coordinator (details given on this page) to ascertain, on an individual case-by-case basis, if alternate arrangements can be made to support their study in this unit.