MKT560 Marketing and Organisational Research (8)


Marketing and management research plays an important role in informing business decisions. Research can be used more effectively if managers understand the processes and techniques that have generated research findings. This subject is designed to enhance skills in defining problems as well as planning, evaluating and interpreting research to inform and communicate recommendations. Both quantitative and qualitative research methodologies are evaluated and applied to a range of marketing and management contexts.

+ Subject Availability Modes and Location

Term 1
InternalEconomic and Finance Institute
Session 2
DistanceBathurst Campus
Continuing students should consult the SAL for current offering details: MKT560
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Management and Marketing

Assumed Knowledge

Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503.

Enrolment restrictions

Postgraduate students only.
Incompatible subject(s)
HRM507 MBA507

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to explain the research process and techniques associated with quantitative and qualitative business research methodologies;
  • be able to critically evaluate the role of marketing and organisational research in decision making;
  • be able to plan, design and implement a marketing research project;
  • be able to analyse, interpret and evaluate the strategic implications of research data to inform and make recommendations; and
  • be able to appreciate ethical considerations in research.


The subject will cover the following topics:
  • The role of business research
  • The research process and problem definition
  • Exploratory and secondary research
  • Introduction to survey research
  • Designing survey measurement scales
  • Questionnaire design
  • Non survey research designs
  • Sampling decisions
  • Editing data and data analysis
  • Ethical issues in business research
  • Communicating research results


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.