MKX4060 - Marketing research practice

Leader: Dr David Stewart

Offered

Caulfield Winter semester 2007 (On-campus)

Objectives

The aim of this unit to provide students with knowledge regarding practical and professional issues surrounding the conduct of academic research in Marketing. This unit is designed to fill the gaps between theoretical knowledge and practice and provide for skills in identifying and formalizing research problems, preparing literature based arguments, understanding philosophical stances in marketing research, as well as issues surrounding data management, dissemination, project specification and ethics.
Upon successful completion of this unit students will:

• Have an understanding of the different philosophies that inform approaches to marketing research appreciate their methodological imperatives
• Be able to identify, specify and formalize research opportunities
• Understand the requirements of generating a literature review and a theoretical frame of reference
• Have an ability to record, track, analyse and manage literature sources
• Appreciate the practical problems in undertaking fieldwork including data management, security and ethics
• Be able to prepare a rigorous proposal for an academic research project in Marketing
• Be able to address research to different target audiences, through writing style, argument structure and dissemination plans
• Appreciate the processes involved in delivering different research outputs

Assessment

Case analysis (2000 words): 30%
Written assignment (3000 words): 30%
Research proposal (3000 words): 30%
Endnote file submission: 10%

Contact hours

3 hours per week