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.

MKS2420 - Marketing research methods

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.

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Associate Professor Ilse Niemann-Struweg

Offered

South Africa

First semester 2016 (Day)

Synopsis

This unit is an introduction to the process of marketing research and the role of research in the marketing decision process. Key outputs include: developing a brief, a proposal and a 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.