Undergraduate - UnitMKP2720 - Research methods and analysis

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	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Peninsula First semester 2015 (Day)
Coordinator(s)	Dr Stephen Saunders

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.

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 Stephen Saunders

Prohibitions

MKB2420, MKW2420, MKF2121, MKC2500, MKG2420