Market research methods
Mr Shahid Yamin and Mr Manir Zaman
6 points * One 2-hour lecture and one 1-hour tutorial per week * Distance approximately 12 hours per week * Second semester * Gippsland * Prerequisites: GBU1401, GBU1402
ObjectivesThe aim is to develop the theoretical framework of markets. Students use this framework to develop a decision model for analysing consumer needs and competition dynamics. They design and conduct a market research study, and develop the skills to critically assess their findings.
Synopsis The subject covers the concept of developing research objectives, design of the research project, data needs, sources, and methods of collection, measurement techniques and scales, questionnaire design, sampling process, market research project appraisal, pre-testing the questionnaire, drawing the sample, primary data collection , data editing and data processing, data analysis and interpretation, marketing and statistical significance, marketing research report presentation and marketing research project implementation.
Assessment Assignment 1 (Research proposal): ungraded pass * Assignment 2 (Research report 3500-4000 words): 60% * Examination (3 hours): 40% * Student must obtain a satisfactory result in all areas of assessment.
Prescribed texts
Malhotra N K Marketing research: An applied orientation Prentice-Hall, 1993