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ETC2500 - Marketing research analysis

6 points, SCA Band 2, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Dr Neil Diamond and Professor Felix Mavondo


Clayton First semester 2007 (Day)


This unit introduces sample survey methods, statistical techniques for the analysis of survey data and also introduces qualitative research techniques. It provides students with the knowledge and skills required to understand the role research methods play in problem identification, decision making, strategy development, marketing planning and the evaluation of marketing performance.


The learning objectives of this unit are to:


Group assignment (5000 words): 20%
Individual assignment (1000 words): 20%
Examination (2 hours): 60%

Contact hours

Two 1-hour lectures and one 2-hour tutorial per week


ETC1010 or ETC2010 and MKC1200 or MKC2200


MKF2121, MKC2500