Marketing research and forecasting
Mr Geoff Alford
6 points * One 2-hour lecture and one 1-hour tutorial per week * First semester * Caulfield, In-house
Synopsis The nature and conceptualisation of research problems; theory building; exploratory and qualitative research; literature and secondary data reviews; data collection methods; measurement concepts; sampling and fieldwork; sources of error; evaluation of statistical and practical significance; data analysis and presentation; report writing; examples of industry applications.
Assessment Written presentation (1500 words): 15% * Written research project (4500 words): 45% * Final examination (3 hours): 40%