Marketing research methods
Not offered in 1995
BS BB BT DT BC BP BDT
Dr Baikunth Nath
6 points * Full-year subject * 2.5 hours per week * Gippsland/Distance * Prerequisites: GAS1631 or GAS2751 (and subject GAS3751 is desirable)
This subject aims to introduce concepts and tools for effectiveness of marketing planning; to formulate marketing problems in mathematical terms; to construct quantitative techniques for marketing analysis and decision making. Topics include marketing research role, definition and organisation. Problem formulation. Bayesian, prior and preposterior analysis. Marketing systems - predictive and normative theory. Fundamental role of economics and operations research in marketing programming. Macromarketing and micromarketing decision making including distribution, price, sales and advertising models. Brand share models and sales models for established and new products. Marketing information systems including major approaches to gathering information, processing information and utilising information. Statistical tools for analysing data.
Assessment
Assignments: 60% * Examination: 40%