Undergraduate - UnitMKW2420 - Marketing research methods

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	Malaysia First semester 2015 (Day) South Africa First semester 2015 (Day) Malaysia Second semester 2015 (Day)
Coordinator(s)	Dr Tan Choon Ling

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:

define the purposes and scope of marketing research methods
illustrate the processes and techniques on quantitative and qualitative research
demonstrate skills on writing a research proposal and the conduct of a research study by applying appropriate research design
develop competencies to analyse and interpret data by applying basic statistical tools
critically assess the relevance of information for marketing decision making.

Assessment

Within semester assessment: 50%
Examination: 50%

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 Tan Choon Ling

Co-requisites

MKW2402 or MKW2111

Prohibitions

ETC2500, MKB2420, MKC2500, MKF2121, MKG2420