MKW2420 - Marketing research methods - 2018

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

Chief examiner(s)

Dr Fandy Tjiptono (First semester)
Dr Ewe Soo Yeong (Second semester)

Coordinator(s)

Dr Fandy Tjiptono (First semester)
Dr Ewe Soo Yeong (Second semester)

Unit guides

Offered

Malaysia

  • First semester 2018 (On-campus)
  • Second semester 2018 (On-campus)

Co-requisites

MKW2402 or MKW2111

Prohibitions

ETC2500, MKB2420, MKC2500, MKF2121, MKG2420

Synopsis

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.

Outcomes

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.

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.

See also Unit timetable information