units

MKW2420

Faculty of Business and Economics

18 September 2017 18 November 2024
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Monash University

Monash University Handbook 2011 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

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

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedBerwick First semester 2011 (Day)
Gippsland First semester 2011 (Day)
Sunway First semester 2011 (Day)
Sunway Second semester 2011 (Day)
Peninsula Second semester 2011 (Day)
South Africa First semester 2011 (Day)
Coordinator(s)Dr Stephen Saunders

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. define the purposes and scope of marketing research methods
  2. illustrate the processes and techniques on quantitative and qualitative research
  3. demonstrate skills on writing a research proposal and the conduct of a research study by applying appropriate research design
  4. develop competencies to analyse and interpret data by applying basic statistical tools
  5. critically assess the relevance of information for marketing decision making.

Assessment

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

Chief examiner(s)

Stephen Saunders

Contact hours

3 hours per week

Co-requisites

MKW2402 or MKW2111

Prohibitions

ETC2500, MKC2500, MKF2121, MKG2420