MKT230 Market Research (8)

This subject is an introduction to the principles of market research and how market research may be applied to address a management problem. The aim of this subject is to develop the skills needed to conduct or apply market research within a commercial context. The subject begins with an overview of the research design process. It then addresses fundamental qualitative and quantitative research issues including data measurement, collection and analysis, and how data can be analysed to provide strategic guidance.


Session 1 (30)
Albury-Wodonga Campus
Session 3 (90)
Albury-Wodonga Campus

Continuing students should consult the SAL for current offering details: MKT230. Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System



One session


School of Management and Marketing

Assumed Knowledge


Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to recognise the difference between a management problem and a market research problem;
  • be able to understand and apply the concepts and methods of market research to address a research problem;
  • be able to critically evaluate the advantages, limitations, and the ethical implications of commonly used research techniques and their relevance to a research problem;
  • be able to analyse and integrate different sources and types of data to draw conclusions;
  • be able to reflect on the biases and limitations of market data given a particular research problem; and
  • be able to develop and evaluate research proposals and reports within the context of a research problem.


This subject will cover the following topics:
  • Introduction to business research and the research process (business context)
  • Defining the research problem
  • Designing qualitative and quantitative research projects
  • Accessing and synthesising secondary data
  • Collection of primary data
  • Qualitative data analysis (including content and thematic analysis)
  • Designing questionnaires
  • Sampling issues in business research
  • Data analysis
  • Developing segments
  • Ethical issues in business research
  • Generating and communicating insight

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT230 in Session 3 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
Online focus group
Qualitative research report
Quantitative research report

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.