Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to extend the knowledge and skills developed in MKT2121 Marketing research methods; further develop skills in devising or selecting appropriate research designs to address business problems; critically evaluate the theoretical concepts on which research methods are based; develop skills in questionnaire designs and data analysis; obtain practical knowledge of the quantitative research process and the methods used to analyse qualitative data.
Synopsis This subject takes the prerequisite subject MKT2121 on to an advanced level. The emphasis is on the logic of analysis and techniques associated with data analysis and marketing information systems. The course covers both qualitative and quantitative methods in survey research.
Assessment Project (7500 words): 75% + Oral presentation: 15% + Class participation: 10%