MKW2420 - Marketing research methods

Leader(s): Dr Stephen Saunders; Associate Professor Chanthika (Malaysia)

Offered

Berwick First semester 2009 (Day)
Gippsland First semester 2009 (Day)
Gippsland First semester 2009 (Off-campus)
Sunway Second semester 2009 (Day)
Singapore First semester 2009 (Off-campus)
Peninsula Second semester 2009 (Day)
South Africa First semester 2009 (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 goals associated with 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

ETC2500, MKC2500, MKF2121