units
MKG2420
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)
Offered
- First semester 2016 (Day)
- First semester 2016 (Off-campus)
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.
See also Unit timetable information
Chief examiner(s)
Co-requisites
Prohibitions
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