MKW2420

Market research methods

(BUS)

Mr Manir Zaman; Malaysia: To be advised

6 points + 2-hour lecture and 1-hour tutorial per week + Distance, approximately 12 hours per week, Malaysia, second semester + Berwick, first semester + Gippsland, first and second semester, on-campus + Prerequisite: MKW2402 or MKW2111 + Prohibition: MKW2121 + Singapore, first semester

Synopsis: Developing research objectives, design of the research project, data needs, sources and methods of collection, measurement techniques and scales, questionnaire design, sampling process, market research project appraisal, pre-testing the questionnaire, drawing the sample, primary data collection, data editing and data processing, data analysis and interpretation, marketing and statistical significance, marketing research report presentation and marketing research project implementation.

Assessment: Assignment one (research proposal - 1500 words for individual or 2500 words for group): 10% + Assignment two (research report - 3000 words for individuals or 4500 words for group): 40% + Examination (3 hours): 50%