MKX9080

Quantitative research methods in marketing ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Associate Professor Chris Dubelaar

Offered:
Caulfield First semester 2006 (On-campus)

Synopsis: This unit introduces both multivariate statistical techniques for the analysis of survey data and models to analyse the discrete choice behaviour of individuals. These techniques enable the researcher to effectively analyse survey data and aid in the understanding of markets and of consumer behaviour. In this unit, we place emphasis on understanding the underlying assumptions required to conduct such analyses, appropriate interpretation and reporting of results and the use of these techniques in informing decision makers and academics.

Objectives: The aim of this unit is to provide students with knowledge regarding multivariate data procedures in conduct of academic research in marketing. This unit is designed to fill the gaps in data analysis using sophisticated approaches and data collection methods. The aim is to provide knowledge of available data analysis techniques to address specific research questions, their strengths and weaknesses (limitations). The relevance to research design and sampling issues. Upon successful completion of this unit students will: 1. Have an understanding of a range of data analysis procedures that may be appropriate when examining marketing issues. 2. Be able to identify, specify and run the various software programs. 3. Be able to interpret the output of these data analysis procedures. 4. Demonstrate an understanding of designing quantitative research and implications for sampling and sampling units. 5. Design research instruments to achieve validity and reliability and generalisability.

Assessment:

Contact Hours: 3 hours each week over a 13 week semester