Skip to Main Content
Catalogue Link
<a href="/ords/r/curriculum/catalogue/home" class="t-Header-logo-link"><span class="apex-logo-text">Handbook</span></a>
Hidden Page Items
New
8
New
HE Unit Template
New
Marketing Research
New
BUMKT3206 - Marketing Research
New
20270200
New
New
New
New
Course
New
Unit
New
New
2.0
New
New
2026-09-10
New
2026-09-10
New
Business
New
New
New
New
Institute of Innovation, Science & Sustainability
New
Business
New
Undergraduate
New
15
New
New
.125
New
080505
New
Marketing
New
080505 - Marketing
New
<a href="http://www.federation.edu.au/locate/unit/bumkt3206">View unit fees</a>
New
Graded (e.g. HD, D, C, etc)
New
7
New
Bachelor Degree
New
Advanced
New
New
New
New
1
New
New
New
New
New
false
New
New
New
<p>This unit aims to acquaint students with both the theory and practical applications of marketing research. Its goal is to underscore the importance of marketing research in facilitating informed business and marketing decisions. Therefore, the primary emphasis will be on converting management challenges into marketing research problems, including defining research questions and setting objectives. Students will explore the nature and diverse applications of secondary and primary data, employing appropriate qualitative and quatitiative research techniques for market analysis and interpretation of research findings. Special attention will be dedicated to the ethics involved in the marketing research industry.</p>
New
New
<p>Topics may include:<br>
1. Introduction and the role of marketing research<br>
2. Research management and design<br>
3. Design of surveys<br>
4. Measurement<br>
5. Sampling <br>
6. Primary and secondary data <br>
7. Data acquisition and processing <br>
8. Introduction to data analysis techniques<br>
9. Applications of marketing research<br>
10. Communicate results<br>
11. Ethics in marketing research</p>
New
true
New
<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
New
true
Hidden Page Items
Semester
Semester
0200
Year
Year
2027
Current Year
2026
Breadcrumb Positioning
Handbook
BUMKT3206 - Marketing Research
Pseudo Breadcrumb
BUMKT3206 - Marketing Research
Breadcrumb Type
Unit
Catalogue Term and Year
Version Text
You are viewing a version for
Semester
Semester 1
Semester 2
Summer Semester
Year
2027
2026
Download PDF
RDS Holder
Overview
Key information
Requisites
Learning outcomes
Assessment
FedTASK
Parent Region
Overview
Unit description
<p>This unit aims to acquaint students with both the theory and practical applications of marketing research. Its goal is to underscore the importance of marketing research in facilitating informed business and marketing decisions. Therefore, the primary emphasis will be on converting management challenges into marketing research problems, including defining research questions and setting objectives. Students will explore the nature and diverse applications of secondary and primary data, employing appropriate qualitative and quatitiative research techniques for market analysis and interpretation of research findings. Special attention will be dedicated to the ethics involved in the marketing research industry.</p>
Unit content
<p>Topics may include:<br> 1. Introduction and the role of marketing research<br> 2. Research management and design<br> 3. Design of surveys<br> 4. Measurement<br> 5. Sampling <br> 6. Primary and secondary data <br> 7. Data acquisition and processing <br> 8. Introduction to data analysis techniques<br> 9. Applications of marketing research<br> 10. Communicate results<br> 11. Ethics in marketing research</p>
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
080505 - Marketing
Offering:
<p><strong>Semester 2</strong><p>Ballarat - Mt Helen (On Campus)</p><p>Berwick (On Campus)</p><p>Gippsland - Churchill (On Campus)</p><p>On-line Learning</p></p>
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt3206">View unit fees</a>
Requisites
Prerequisite
<p>must have completed "<a href="/ords/r/curriculum/catalogue/course?p6_code=BUMKT2201" target="_blank">BUMKT2201</a>"</p>
Corequisite
None
Exclusion
<p>must not have completed "<a href="/ords/r/curriculum/catalogue/course?p6_code=BUMKT2603" target="_blank">BUMKT2603</a>"</p>
Learning outcomes
Learning outcomes
<p>On successful completion of this unit, students are expected to gain the following [K]nowledge, [S]kills and [A]pplication of knowledge & skills</p>
Learning Outcomes
Ref
Outcome
1
<p>Evaluate the marketing research process, research-design alternatives, and ethical and compliance requirements that support informed business decisions.</p>
2
<p>Analyse a marketing decision problem and formulate appropriate research objectives, questions and/or hypotheses.</p>
3
<p>Design a marketing research plan that selects appropriate primary and secondary data, qualitative and quantitative methods, and sampling approaches for defined business objectives and constraints.</p>
4
<p>Analyse and interpret qualitative and quantitative data using appropriate techniques and digital tools to generate evidence-based marketing insights.</p>
5
<p>Communicate research findings and recommendations effectively to relevant stakeholders and collaborate to deliver research-based solutions to real-world marketing challenges.</p>
Assessment
Learning Tasks and Assessment
Ref
Learning task
Assessment type
Weighting
Learning outcomes assessed
1
<p>Prepare a Research Proposal to address a topical research problem</p>
<p>Group Proposal</p>
<p>20-40%</p>
1, 2, 3
2
<p>Analyse a dataset related to the research problem, interpret the findings and reflect on their significance.</p>
<p>Data Analysis and Discussion Report (Individual or Group)</p>
<p>20-30%</p>
4, 5
3
<p>Compile and present a comprehensive project report using secondary data and analysis to address the research problem.</p>
<p>Integrated Final report and presentation (Individual or Group)</p>
<p>40-50%</p>
1, 2, 3, 4, 5
Supplementary assessment available:
Yes
Supplementary assessment information:
<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
FedTASK
FedTASK
Description of FedTASK outcome
Level
FedTASK 1: Interpersonal
The ability to effectively communicate, interact and work with others both individually and in groups.
<p>Level 2 - Student demonstrates some independence within provided guidelines</p>
FedTASK 2: Leadership
The ability to apply professional skills and behaviours in leading others.
FedTASK 3: Critical Thinking and Creativity
The ability to work in complexity and ambiguity using imagination to create new ideas.
<p>Level 3 - Student works independently with limited guidance or works within self-determined guidelines appropriate to context</p>
FedTASK 4: Digital Literacy
The ability to work fluently across a range of tools and applications to achieve a range of skills.
<p>Level 2 - Student demonstrates some independence within provided guidelines</p>
FedTASK 5: Sustainable and Ethical Mindset
The ability to consider and assess the consequences and impact of ideas and actions in enacting ethical and sustainable decisions.
<p>Level 1 - Students require directions and boundaries from mentor</p>
FedTASK
<p>Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FedTASKs (<strong>T</strong>ransferable <strong>A</strong>ttributes <strong>S</strong>kills and <strong>K</strong>nowledge) provide a targeted focus on five key, transferable Attributes, Skills, and Knowledge that are embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and co-operative learning opportunities.</p>
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
080505 - Marketing
Offering:
<p><strong>Semester 2</strong><p>Ballarat - Mt Helen (On Campus)</p><p>Berwick (On Campus)</p><p>Gippsland - Churchill (On Campus)</p><p>On-line Learning</p></p>
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt3206">View unit fees</a>
Additional information
Add Info Static Text
Internal reference: BUMKT3206 - U2.0