MKF9120

Marketing research and forecasting

(BUS)

Dr David Bednall

6 points + 2-hour lecture and 1-hour tutorial per week + First and second semester + Caulfield + Open Learning Australia

Synopsis: Topics include 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% + Research project (4500 words): 45% + Examination (3 hours): 40%