Monash University Handbook 2011 Postgraduate - Unit

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

Synopsis

Topics include the nature and conceptualisation of research problems; theory building; exploratory and qualitative research; literature and secondary data reviews; data collection methods; measurement concepts; sampling and fieldwork; sources of error, evaluation of statistical and practical significance; data analysis and presentation; report writing; examples of industry applications.

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. provide experience at developing and presenting a research proposal.

Assessment

Within semester assessment: 60%
Examination (3 hours): 40%

Chief examiner(s)

Dr Dominic Thomas (Semester 1)
Dr Stanislav Stakhovych (Semester 2)

Contact hours

3 hours per week