Leader: Dr Neil Diamond and Professor Felix Mavondo

Offered

Clayton First semester 2008 (Day)

Synopsis

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.

Objectives

The learning objectives of this unit are to:

• understand the nature and scope of marketing research, and its role in business decision making;
• understand the difference between qualitative, quantitative, descriptive and causal research;
• design, undertake and analyse sample surveys, report and present their results;
• use various data analysis techniques;
• develop competence in using a statistical package (SPSS).

Assessment

Within semester assessment: 40%
Examination (2 hours): 60%

Contact hours

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

Prerequisites

ETC1010,MKC1200

Prohibitions

MKF2121, MKC2500