MKF2121

Marketing research methods

(BUS)

Mr Mike Shaw

6 points + 1-hour lecture and 2-hour tutorial per week + First and second semester + Caulfield, Open Learning Australia + Prerequisites: MKF1131, MKX1120 + Corequisite: MKX2111

Synopsis: Introduction, role in the marketing decision process, problem identification, planning and managing a research project. Sources of information, questionnaire design, sampling, group interviews, depth interviews, data analysis, and research reporting.

Assessment: Projects (4000 words): 40% + Oral presentation: 10% + Class tests: 10% + Examination (3 hours): 40%