Undergraduate - UnitMKC2500 - Marketing research analysis

This unit entry is for students who completed this unit in 2014 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

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, or view unit timetables.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Clayton First semester 2014 (Day)
Coordinator(s)	Dr Catherine Forbes and Dr Stanislav Stakhovych

Synopsis

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.

Outcomes

The learning objectives of this unit are to:

describe the steps in planning and implementing marketing research projects
demonstrate the skills and competencies required to conduct both qualitative and quantitative marketing research
demonstrate the skills required to analyse and interpret sample data
understand the role and importance of marketing research within organisations
communicate the results of marketing research projects.