Monash University Handbook 2010 Undergraduate - Unit

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:

• 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
• develop an ability to apply SPSS statistical software
• develop an ability to interpret statistical output from a marketing perspective.

Assessment

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

Chief examiner(s)

Dominic Thomas

Contact hours

3 hours class contact or equivalent per week

Prerequisites

ETX1100 or PSY1022 and MKF1120

Co-requisites

MKF2111 or MKW2111

Prohibitions

MKW2420, MKC2500