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MKX9080 - Quantitative research methods in marketing

6 points, SCA Band 2, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Associate Professor Chris Dubelaar


Caulfield First semester 2007 (On-campus)


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.


The learning goals associated with this unit are to:

Contact hours

3 hours each week over a 13 week semester