MKW2420 - Marketing research methods - 2018

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.

The learning goals associated with this unit are to:

1. define the purposes and scope of marketing research methods
2. illustrate the processes and techniques on quantitative and qualitative research
3. demonstrate skills on writing a research proposal and the conduct of a research study by applying appropriate research design
4. develop competencies to analyse and interpret data by applying basic statistical tools
5. critically assess the relevance of information for marketing decision making.

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