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Qualitative market research is addressed in this course. A core feature includes the undertaking of a major project that spans the duration of the semester. Students are taught basic market research skills and are provided with the opportunity to practise these skills in a real setting. Key areas of marketing research including problem identification, defining project scope, developing a research approach, conducting fieldwork, engaging in analysis and reporting are featured heavily. In addition, issues such as sampling, quantitative research tools and marketing implications are covered.
Study Level


Offering Terms

Term 1, Term 2, Term 3



Indicative contact hours


Course Outline

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Pre-2019 Handbook Editions

Access past handbook editions (2018 and prior)

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