Faculty of Business and Economics

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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.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

Department of Marketing


Dr Stephen Saunders



  • First semester 2016 (Day)


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.


The learning goals associated with this unit are to:

  1. explain the purposes and scope of the basic marketing research methods commonly used by organisations
  2. demonstrate an understanding of the steps required to formulate a research design
  3. develop skills in formulating and testing research hypotheses that are underpinned by sound theoretical frameworks
  4. develop competencies to analyse and interpret data by applying univariate, parametric, non-parametric, and correlational statistics
  5. demonstrate the ability to develop a marketing research report.


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.

See also Unit timetable information

Chief examiner(s)