Undergraduate - UnitMKF2121 - Marketing research methods

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.

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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	Caulfield First semester 2014 (Day) Caulfield Second semester 2014 (Day)
Coordinator(s)	Dr Junzhao Ma (First semester);Dr Stanislav Stakhovych (Second semester)

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.

Outcomes

The learning goals associated with this unit are to:

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