Course Title: Introduction to Consumer Research

Part A: Course Overview

Course Title: Introduction to Consumer Research

Credit Points: 12.00

Course Code




Learning Mode

Teaching Period(s)


City Campus


135H Applied Sciences


Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 1 2009,
Sem 1 2010,
Sem 2 2011

Course Coordinator: Mr John Glass

Course Coordinator Phone: +61 399353881

Course Coordinator Email: Mr John Glass

Course Coordinator Location: Building 14, Level 5, Room 16

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course will provide you with an overview of the research process and basic methodological considerations involved in conducting consumer research. The course will also build your skills in the use of statistics for the quantification and reporting of consumer opinions and perspectives. Topic areas include methods of sampling, methods of collecting and summarising data, the uses of descriptive and inferential statistics, the establishment of confidence intervals when reporting on research findings, and hypothesis testing processes

Objectives/Learning Outcomes/Capability Development

On successful completion of the course you will have the foundational knowledge and skills to plan, draw conclusions from, and evaluate consumer research projects

You should be able to
Analyse consumer-related problems and select appropriate research methods to address a given problem;
Plan research and statistical procedures to address identified research questions;
Use quantitative and qualitative techniques to research consumer views and behaviour;
Present information graphically in a concise manner, using Excel;
Create and interpret a range of statistics appropriately and effectively;
Recognise and appreciate relevant legal regulations, and professional and ethical codes;
Be self-motivated and personally responsible, and work effectively in a team environment.

Overview of Learning Activities

The primary delivery mode is via lectures with frequent opportunities for skills-practice and question-based discussion.

Overview of Learning Resources

Resources available to you include lecture slides downloadable from the DLS/Learning Hub, a prescribed textbook, two handouts provided in class, and a computer laboratory (Excel program).

Overview of Assessment

The assessment of this course comprises one short assignment (consists of Parts A,B and C), an open-book computational skills test, and an end-of-semester multiple-choice exam