units
MKC2500
Faculty of Business and Economics
This unit entry is for students who completed this unit in 2016 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.
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.
Faculty
Organisational Unit
Coordinator(s)
Dr Catherine Forbes and Dr Dominic Thomas
Offered
- First semester 2016 (Day)
Synopsis
This unit introduces sample survey methods, statistical techniques for the analysis of survey data and also introduces qualitative research techniques. It provides students with the knowledge and skills required to understand the role research methods play in problem identification, decision making, strategy development, marketing planning and the evaluation of marketing performance.
Outcomes
The learning objectives of this unit are to:
- describe the steps in planning and implementing marketing research projects
- demonstrate the skills and competencies required to conduct both qualitative and quantitative marketing research
- demonstrate the skills required to analyse and interpret sample data
- understand the role and importance of marketing research within organisations
- communicate the results of marketing research projects.
Assessment
Within semester assessment: 40%
Examination: 60%
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.
See also Unit timetable information
Chief examiner(s)
Prerequisites
Prohibitions
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