MKF2121 - Marketing research methods - 2019

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. provide a working knowledge of key concepts and methods used in marketing research
2. develop a capability in formulating a theoretical framework for a marketing problem/opportunity
3. provide an understanding of how to formulate a research design
4. develop an ability to apply SPSS statistical software
5. develop an ability to interpret statistical output from a marketing perspective.

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