Course Title: Market Research

Part A: Course Overview

Course Title: Market Research

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2006,
Sem 2 2006,
Sem 1 2007,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009,
Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017


Singapore Inst of Management


625H Economics, Finance and Marketing


Offsh 1 09,
Offsh 3 09,
Offsh 1 10,
Offsh 3 10,
Offsh 1 11,
Offsh 3 11,
Offsh1 12,
Offsh3 12,
Offsh1 13,
Offsh3 13,
Offsh1 14,
Offsh3 14,
Offsh1 15,
Offsh3 15,
Offsh1 16,
Offsh3 16,
Offsh1 17


RMIT University Vietnam


625H Economics, Finance and Marketing


Viet2 2007,
Viet3 2007,
Viet1 2008,
Viet2 2008,
Viet3 2008,
Viet1 2009,
Viet2 2009,
Viet3 2009,
Viet1 2010,
Viet2 2010,
Viet3 2010,
Viet1 2011,
Viet2 2011,
Viet3 2011,
Viet1 2012,
Viet2 2012,
Viet3 2012,
Viet1 2013,
Viet2 2013,
Viet3 2013,
Viet1 2014,
Viet2 2014,
Viet3 2014,
Viet1 2015,
Viet2 2015,
Viet3 2015,
Viet1 2016,
Viet2 2016,
Viet3 2016,
Viet1 2017

Course Coordinator: Dr Adrian Camilleri

Course Coordinator Phone: +61 3 9925 1501

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
008953 - MKTG1025 Marketing Principles .

Course Description

The Market Research course is designed to give you a very practical understanding of how market research is conducted and managed for optimal results. You will learn about the stages of market research – from problem definition to the reporting on results – with a particular focus on learning how to use the most common market research tools. You will develop the capability to effectively plan and manage market research projects as well as conduct basic data analysis. The course also aims to provide a foundation for higher-level subjects requiring quantitative and qualitative analysis.

Objectives/Learning Outcomes/Capability Development


On successful completion of this program you will be able to:

  1. Explain market research theories and concepts to colleagues and use this knowledge to design research studies in response to managerial problems.
  2. Compare and contrast a range of common market research tools in order to evaluate the most appropriate tool for a unique research question.
  3. Design and implement a research tool in response to a client brief within a team or individually.
  4. Summarise a market research project and reflect on constructive feedback to improve the summary.
  5. Develop a report that critically analyses market research data and provides a recommendation.

Overview of Learning Activities

Learning activities may include lectures, guest seminars, group problem solving exercises, and group debates. Key concepts and their application will be explained and illustrated (with many examples) in lectures and in online notes. Supervised problem-based class exercises will build your capacity to solve problems and to think critically and analytically, and give you feedback on your understanding and academic progress. Online tests and quizzes will be available to consolidate your basic skills and self-assess your academic progress. Problems set from the textbook and self-help tutorial questions will provide a focus for your individual study. Active and constructive participation in group discussions is expected in addition to weekly reading and careful planning of assessment tasks.

Overview of Learning Resources

There is a prescribed textbook for this course.

Various learning resources are available online through myRMIT/Blackboard. These may include topic notes and slides, a study schedule, assessment details, links to relevant internet information, readings and communication tools to facilitate collaboration with your peers and sharing of information.

Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT Library website.
Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 10%
Linked CLOs: 1, 2

Assessment Task 2: 40%
Linked CLOs: 1, 2, 3, 4, 5

Final Examination: 50%
Linked CLOs: 1, 2

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.