This unit aims to familiarise students with the applications for qualitative and quantitative market research methods and its importance in making sound business and marketing decisions. In addition, students successfully complete an applied research project.

Unit details

Study level:
Credit points:
Unit code:


BEO1106 - Business Statistics

BHO1171 - Introduction to Marketing

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Conceptualise research to assist management in decision making;  
  2. Evaluate and justify the most appropriate research technique for a given research project;  
  3. Develop and/or evaluate an appropriate data collection form/s;  
  4. Analyse and interpret data; and  
  5. Present research findings.  


Melbourne campuses

Students studying under the VU Block Model.

Assessment type Description Grade
Test Online Multiple Choice Quiz 10%
Assignment Design Online Questionnaire 25%
Test In-class Test 40%
Presentation Research Findings Presentation 25%

Other locations

Assessment type Description Grade
Exercise Multiple choice quiz (week 4) 10%
Other Data collection and entry 10%
Report Research report 30%
Examination Final examination 50%

Required reading

Marketing Research (4th ed., Asia Pacific ed.).
Zikmund, W., D'Alessandro, S., & Winzar, H. (2017).
South Melbourne: Cengage Learning Australia.

Where to next?

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