Monash University Handbook 2011 Undergraduate - Unit

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

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:

1. provide a working knowledge of key concepts and methods used in marketing research
2. develop a capability in formulating a theoretical framework for a marketing problem/opportunity
3. provide an understanding of how to formulate a research design
4. develop an ability to apply SPSS statistical software
5. develop an ability to interpret statistical output from a marketing perspective.

Assessment

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

Chief examiner(s)

Dr Dominic Thomas (First semester)
Dr Stanislav Stakhovych (Second semester)

Contact hours

3 hours per week

Prerequisites

ETX1100 or PSY1022 and MKF1120

Co-requisites

MKF2111 or MKW2111

Prohibitions

MKW2420, MKC2500, MKG2420