Faculty of Business and Law School of Business
MARK205: Marketing Research and Consumer Insights Subject Outline
6 credit points
Subject Information
Autumn, 2025
Section A: General Information
Learning Outcomes
Student Learning Outcomes
On successful completion of this subject, students will be able to:
1. Critically explain how marketing research is conducted at academic level, and translated into practical knowledge
2. Define a research question and determine the sample required to investigate the research question
3. Identify and address ethical issues in marketing research
4. Demonstrate independent secondary research skills for collection and analysis of research data, and presentation of research findings
5. Design qualitative and quantitative research tasks, and understand the process of implementing research tasks
6. Analyse and interpret research data using introductory data-analysis techniques
7. Critically analyses marketing research reports
Subject Description
Marketing research is the function that connects consumers and other relevant stakeholders to marketers through information that supports decision-making. Marketing research assists in the systematic and objective identification of marketing problems and opportunities, designs and implements the method for collecting information, analyses the results, and disseminates the findings and their implications. Failure to engage in marketing research activity leads to disadvantages in the competitive marketplace. Introductory Marketing Research will focus on the practice of marketing research by integrating theory and application. The subject includes the research process from problem definition to communicating the results and exposes the students to introductory qualitative and quantitative data analysis techniques.
Course Learning Outcomes
Course Learning Outcomes can be found in theCourse Handbook.
Learning Platform
Learning Platform. (Moodle) Subject Site
The University's Learning Platform. uses Moodle as its Learning Management System, providing access to course materials, activities, and other Learning Platform. systems. The Learning Platform (Moodle) subject site can be accessed via your SOLS page
Foundational Work Integrated Learning
This subject contains elements of 'Foundational WIL'. Students in this subject will observe, explore or reflect on possible career pathways or a work-related aspect of their discipline.
Major Text(s)
Burns, A. C. & Veeck, A. (2020). Marketing Research, 9th Edition. Pearson.
ISBN: 9781292318042
Estimated Price at UOW UNISHOP: $112.95
Textbook details are available online from the University Bookshop at https://unishop.uow.edu.au/
Key References
The recommended readings below are not intended as an exhaustive list of references. Students should also use the library catalogue and relevant databases to locate additional resources.
Textbooks that look at particular methods (e.g., interviewing, questionnaire design), analysis methods (e.g., t- tests, linear regression), and analysis software (e.g., Nvivo, SPSS) are available if you require more depth in a particular topic. However, these are too numerous to list. If you want more depth in general, then I would recommend consulting a more comprehensive Marketing Research textbook (Business Research Methods textbooks might also be consulted, but tend to be more general). In the UOW library, these include, but are not limited to:
• Bradley, N 2013, Marketing Research: Tools & Techniques, Oxford: Oxford University Press.
• Malhotra, NK 2015, Essentials of Marketing Research: A Hands-On Orientation, Global Edition, Pearson.
• Feinberg, F, Kinnear, T, & Taylor, J 2013, Modern Marketing Research: Concepts, Methods, And Cases, Mason, OH: Cengage Learning.
• Hair, J, Bush, R, & Ortinau, D 2009, Marketing Research: In A Digital Information Environment, Boston: McGraw-Hill Irwin.
• Malhotra, NK 2010, Marketing Research: An Applied Orientation, Upper Saddle River, N.J.; London: Pearson Education.
• McDaniel, C, & Gates, R 2007, Marketing Research, Hoboken, N.J.: Wiley.
• Zikmund, W, & Babin, B 2010, Exploring Marketing Research, Mason, Ohio; Australia: South- Western/Cengage Learning.
Peer-reviewed academic journals can be a useful source of methodological advances. The journals that are more likely to include research methods discussions include (but are not limited to):
• Journal of Marketing Research
• Journal of Consumer Research
• Journal of Marketing
• Journal of the Academy of Marketing Science
• International Journal of Research in Marketing
• Journal of Business Research
• Australasian Marketing Journal
• Academy of Management Journal
• Journal of Applied Psychology
• Organisational Research Methods