MKB2420 - Marketing research methods - 2017

Marketing research provides students with a broad understanding of the entire marketing research process. This includes understanding the marketing research decision process, research design, sampling, data collection, data analysis and how to prepare a marketing research proposal and report.

The learning goals associated with this unit are to:

1. understand the marketing research process
2. compare and contrast the different marketing research methods and procedures
3. prepare a marketing research proposal
4. implement a marketing research project
5. design an online survey
6. prepare a marketing research report.

Within semester assessment: 50% + Examination: 50%

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

Dr Stephen Saunders

MKB1200

MKP2720