MKW2420

Market research methods (6 points)

(BUS)

Leader: Mr Manir Zaman Malaysia: Associate Professor Chanthika

Offered:
Malaysia Second semester 2003 (Day)
Hong Kong Summer 2003 (OCL)
Berwick First semester 2004 (Day)
Gippsland First semester 2004 (Day)
Gippsland First semester 2004 (OCL)
Hong Kong First semester 2004 (OCL)
Perth First semester 2004 (Day)
Singapore First semester 2004 (OCL)
South Africa First semester 2004 (Day)
Gippsland Second semester 2004 (Day)
Malaysia Second semester 2004 (Day)
Peninsula Second semester 2004 (Day)

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%

Contact Hours: 2 hour lecture and 1 hour tutorial per week

Prerequisites: MKW2402 or MKW2111

Corequisites: MKW2402 or MKW2111

Prohibitions: MKW2121