Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedBerwick First semester 2010 (Day)
Gippsland First semester 2010 (Day)
Gippsland First semester 2010 (Off-campus)
Sunway First semester 2010 (Day)
Sunway Second semester 2010 (Day)
Singapore First semester 2010 (Off-campus)
Peninsula Second semester 2010 (Day)
South Africa First semester 2010 (Day)
Coordinator(s)Mr Manir Zaman


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.


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.


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

Chief examiner(s)

Stephen Saunders

Contact hours

3 hours class contact or equivalent per week


MKW2402 or MKW2111


ETC2500, MKC2500, MKF2121