MKF9120 - Marketing research

Leader(s): Dr Stephen Saunders

Offered

Caulfield First semester 2009 (DE-ONLINE)
Caulfield First semester 2009 (Evening)
Caulfield Second semester 2009 (DE-ONLINE)
Caulfield Second semester 2009 (Evening)

Synopsis

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.

Objectives

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.

Assessment

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

Contact hours

3 hours class contact or equivalent per week