MKC3500 - Survey data analysis - 2019

6 points, SCA Band 2, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

Department of Marketing

Chief examiner(s)

Dr Satheesh Seenivasan


Dr Satheesh Seenivasan

Unit guides



  • First semester 2019 (On-campus)


At least one of ETC2400, ETC2410, ETC2430, ETC2450, ETC2500/MKC2500


ETC3500, ETF3500.


In today's dynamic business environment, organisations are eager to work with people who have strong problem-solving skills based on sound research practices. Building on prior knowledge of marketing research, this unit will enable students to strengthen their research and critical thinking skills using advanced statistical techniques. Students will use statistical software packages to apply these techniques to survey data, interpret the output, and discuss the results of their analysis. Students will learn how to follow the research process, confidently formulating research questions and hypotheses, right through to communicating research findings and making recommendations that can influence business practice. This unit is for students who want to know how using research is often a key point-of-difference for successful organisations.


The learning goals associated with this unit are to:

  1. state clearly the research problem and associated research questions
  2. design comprehensive survey instruments
  3. demonstrate a logical argument in hypotheses development, analysis and data interpretation on the basis of scientific reasoning
  4. have a knowledge and understanding of relevant quantitative techniques used in marketing research
  5. communicate and present research findings in oral and written form with clarity and conciseness.


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