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HE Unit Template
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Marketing Research
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BUMKT3206 - Marketing Research
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20250200
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1.2
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2026-06-16
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2026-06-16
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Business
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Institute of Innovation, Science & Sustainability
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Business
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Undergraduate
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15
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.125
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080505
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Marketing
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080505 - Marketing
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<a href="http://www.federation.edu.au/locate/unit/bumkt3206">View unit fees</a>
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Graded (e.g. HD, D, C, etc)
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<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>
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<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>
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<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>
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2026
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2026
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BUMKT3206 - Marketing Research
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Semester
Semester 1
Semester 2
Summer Semester
Year
2026
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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
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/dev/fed_occ/course?p6_code=BUMKT2201" target="_blank">BUMKT2201</a>"</p>
Corequisite
None
Exclusion
<p>must not have completed "<a href="/ords/r/dev/fed_occ/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
K1
<p>Describe the various stages of the marketing research process, including problem identification, data collection, analysis, and reporting</p>
K2
<p>Identify the purpose and components within a research plan/ proposal.</p>
K3
<p>Identify different types of research designs and their respective applications in marketing research</p>
K4
<p>Explain the role of ethics and compliance in marketing research and recognize their impact on research design</p>
S1
<p>Analyse and explain the marketing research problem, and formulate the objectives, questions and/or hypotheses in order to underpin the research design</p>
S2
<p>Analyze and interpret quantitative and qualitative data using statistical techniques and software.</p>
S3
<p>Communicate research findings and recommendations effectively through written reports and oral presenations.</p>
A1
<p>Demonstrate the ability to develop a marketing research plan tailored to specific business objectives and constraints.</p>
A2
<p>Utilize critical thinking and problem-solving skills to address real-world marketing challenges through research-based solutions.</p>
A3
<p>Collaborate effectively with team members to execute research projects and achieve desired outcomes.</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>
K1, K2, K3, K4, S1, A1
2
<p>Analyze a dataset relating to the research problem addressed in Task 1, interpreting the findings and reflecting on their significance in the context of the research.</p>
<p>Individual or Group report</p>
<p>20-30%</p>
K3, S2, A3
3
<p>Compile a comprehensive project summary report, incorporating pertinent secondary data and discussing how the results of their analysis contribute to addressing the research problem identified in Task 1.</p>
<p>Individual or Group report and presentation</p>
<p>40-50%</p>
K1, K2, S3, A2, A3
Supplementary assessment available:
Yes
Supplimentary 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
<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>
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>
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
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 - U1.2