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Handbooks Courses Units

MKF9120 - Marketing research

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Dr Stephen Saunders


Caulfield First semester 2008 (Evening)
Caulfield First semester 2008 (Off-campus with online component)
Caulfield Second semester 2008 (Evening)
Caulfield Second semester 2008 (Off-campus with online component)


Topics include the nature and conceptualisation of research problems; theory building; exploratory and qualitative research; literature and secondary data reviews; data collection methods; measurement concepts; sampling and fieldwork; sources of error, evaluation of statistical and practical significance; data analysis and presentation; report writing; examples of industry applications.


The learning goals associated with this unit are to:

  • provide a working knowledge of key concepts and methods used in marketing research
  • develop a capability in formulating a theoretical framework for a marketing problem/opportunity
  • provide an understanding of how to formulate a research design
  • provide experience at developing and presenting a research proposal.


Within semester assessment: 60%
Examination (3 hours): 40%

Contact hours

3 Hours class contact or equivalent per week

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