Undergraduate - UnitMKX4060 - Marketing research practice

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 Second semester 2014 (On-campus block of classes)
Coordinator(s)	Associate Professor Yelena Tsarenko

Synopsis

The unit provides practical training in the analysis of data. The unit will also illustrate how research methods are used in academic research and compare this to marketing industry research. Through workshops, exercises and presentations students will gain practical skills in data analysis. Review of the research process provides insight into variations in problem definition, theory development or application, and reporting across different research perspectives.

Outcomes

The aim of this unit to provide students with knowledge regarding practical and professional issues surrounding the conduct of academic research in Marketing. This unit is designed to fill the gaps between theoretical knowledge and practice and provide for skills in identifying and formalising research problems, preparing literature based arguments, understanding philosophical stances in marketing research, as well as issues surrounding data management, dissemination, project specification and ethics.

Upon successful completion of this unit students will:

have an understanding of the different philosophies that inform approaches to marketing research appreciate their methodological imperatives
be able to identify, specify and formalise research opportunities
understand the requirements of generating a literature review and a theoretical frame of reference
have an ability to record, track, analyse and manage literature sources
appreciate the practical problems in undertaking fieldwork including data management, security and ethics
be able to prepare a rigorous proposal for an academic research project in Marketing
be able to address research to different target audiences, through writing style, argument structure and dissemination plans
appreciate the processes involved in delivering different research outputs

Assessment

Within semester assessment: 100%

Chief examiner(s)

Associate Professor Yelena Tsarenko

Workload requirements

Minimum total expected workload equals 144 hours per semester