Undergraduate - UnitMKP2720 - Research methods and 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.

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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	Peninsula First semester 2014 (Day)
Coordinator(s)	Dr Josh Newton

Synopsis

Research methodology and analysis plays a fundamental role in problem identification, decision making, strategy development, marketing planning and the evaluation of marketing performance. Students will gain a working knowledge of qualitative research techniques. The unit is also designed to introduce students to hypothesis formulation and testing. In addition, students will explore issues associated with survey design and gain skills in basic statistical techniques used in analysing survey and experimental data.

Outcomes

The learning goals associated with this unit are to:

explain the purposes and scope of the basic marketing research methods commonly used by organisations
demonstrate an understanding of the steps required to formulate a research design
develop skills in formulating and testing research hypotheses that are underpinned by sound theoretical frameworks
develop competencies to analyse and interpret data by applying univariate, parametric, non-parametric, and correlational statistics
demonstrate the ability to develop a marketing research report.