MKW2420 - Marketing research methods

Leader: Dr Stephen Saunders Malaysia: Associate Professor Chanthika

Offered

Berwick First semester 2008 (Day)
Gippsland First semester 2008 (Day)
Gippsland First semester 2008 (Off-campus)
Sunway Second semester 2008 (Day)
Hong Kong First semester 2008 (Off-campus)
Singapore First semester 2008 (Off-campus)
Peninsula Second semester 2008 (Day)
South Africa First semester 2008 (Day)

Synopsis

The process of marketing research. Role of research in the marketing decision process. Developing key outputs - brief, proposal, report. Planning and managing a research project. Qualitative and quantitative research techniques. Statistical analysis, marketing interpretation and reporting.

Objectives

The learning objectives of this unit are to:

• define the purposes and scope of marketing research methods;
• illustrate the processes and techniques on quantitative and qualitative research;
• demonstrate skills on writing a research proposal and the conduct of a research study by applying appropriate research design;
• develop competencies to analyse and interpret data by applying basic statistical tools;
• critically assess the relevance of information for marketing decision making.

Assessment

Within semester assessment: 50%
Examination (3 hours): 50%

Contact hours

3 Hours class contact or equivalent per week

Co-requisites

MKW2402 or MKW2111

Prohibitions

MKW2121