MKF5912 - Marketing research - 2018

Making decisions without a true understanding is like walking in the dark. One way to acquire reliable and relevant information is through conducting rigorous marketing research. In this unit, you will learn a systematic and objective process for generating information to aid in making marketing decisions. You will not only learn how to formulate a marketing research problem and write a research brief from a managerial perspective, but also how to choose an appropriate research design and produce a research proposal from a researcher perspective. Finally, you will learn how to collect and analyse data, and how findings from a research report can be used to guide better managerial decisions.

The learning goals associated with this unit are to:

1. identify key concepts and methods for conducting marketing research
2. formulate marketing research problems and/or opportunities
3. develop skills on how to formulate appropriate research design
4. conduct data analysis and interpret results from a marketing perspective
5. develop and present a research proposal
6. interpret marketing research findings to assist managerial decision making.

Within semester assessment: 60% + Examination: 40%

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