Postgraduate - UnitMKF5912 - Marketing research

This unit entry is for students who completed this unit in 2015 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.

Level	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2015 (Evening) Caulfield Second semester 2015 (Off-campus) Caulfield Second semester 2015 (Evening)
Coordinator(s)	Dr Dominic Thomas (First semester); Dr Stanislav Stakhovych (Second semester)

Synopsis

Topics include the nature and conceptualisation of research problems; theory building; exploratory and qualitative research; literature and secondary data reviews; data collection methods; measurement concepts; sampling and fieldwork; sources of error, evaluation of statistical and practical significance; data analysis and presentation; report writing; examples of industry applications.

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
provide experience at developing and presenting a research proposal.

Assessment

Within semester assessment: 60%
Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Dr Dominic Thomas (First semester)
Dr Stanislav Stakhovych (Second semester)

Prohibitions

MKF9120