Faculty of Business and Economics

Skip to content | Change text size

print version

Monash University Handbook 2011 Undergraduate - Unit

6 points, SCA Band 0 (NATIONAL PRIORITY), 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Business and Economics
OfferedClayton First semester 2011 (Day)
Coordinator(s)Dr Neil Diamond and Professor Felix Mavondo


This unit introduces sample survey methods, statistical techniques for the analysis of survey data and also introduces qualitative research techniques. It provides students with the knowledge and skills required to understand the role research methods play in problem identification, decision making, strategy development, marketing planning and the evaluation of marketing performance.


The learning goals associated with this unit are to:

  1. understand the nature and scope of marketing research, and its role in business decision making
  2. understand the difference between qualitative, quantitative, descriptive and causal research
  3. design, undertake and analyse sample surveys, report and present their results
  4. use various data analysis techniques
  5. develop competence in using a statistical package (SPSS).


Within semester assessment: 40%
Examination (2 hours): 60%

Chief examiner(s)

Neil Diamond

Contact hours

4 hours per week


ETC1000 or MKC1200


MKC2500, MKF2121, MKG2420, MKW2420