MKF4331

Advanced marketing research analysis

Mr Mike Shaw

6 points · One 3-hour class per week or block mode · First and second semester · Caulfield · Prerequisites: MKF9120

Objectives The aim of this subject is to further advance the understanding, knowledge and skills of students beyond that obtained in the core MKF9120 subject. Students will develop skills in analysis of marketing problems and their translation to a researchable proposition. An understanding of the benefits and skills in use of various market research methods will be achieved.

Synopsis Advanced topics in contemporary research issues; the conceptualisation and design of research; theory building; research and information collection methods; sampling; data; analysis; evaluation of significance and relationships to marketing decision-making.

Assessment Presentation (1500 words): 15% · Research project (5500 words): 55% · Examination (3 hours): 30%

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