MKX9060 - Marketing research practice

Leader: Dr David Stewart

Offered

Caulfield Winter semester 2007 (On-campus)

Synopsis

Research in Marketing is often taught as a highly theoretical process, with an assumption that once the problem or issue has been determined, it is then possible to undertake the research with little further consideration. In fact the design, execution and dissemination of research are of the utmost importance. Many well founded research projects fail at the implementation stage and much valuable research fails to be fully disseminated regardless of its value. This unit focuses upon the requirements for undertaking applied marketing research. The unit is intended to provide a practical insight into marketing research through cases studies, exercises, and presentations.

Objectives

The learning goals associated with this unit are to:

• critically evaluate different approaches to marketing research and explain their methodological imperatives
• identify, specify and formalise research opportunities
• explain the requirements of generating a theoretical frame of reference
• explain the practical problems in undertaking fieldwork including data management, security and ethics
• address research to different target audiences, through writing style, argument structure and dissemination plans.

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