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 in the area of qualitative research methods; be able to further develop the ability to design and analyse research projects that require the application of quantitative research techniques; have acquired a detailed knowledge of the types of quantitative research applications that are used in business and marketing activities; have developed skills in a number of statistical analytical programs and their application to the analysis of marketing research data.
Synopsis Takes the view of the research practitioner and supplier. Provides students with skills in advanced quantitative techniques for marketing research and the opportunity to understand some of the important issues in quantitative data analysis; statistical data analysis packages such as SAS, SPSS and Systat.
Assessment Project (3500 words): 35% + Oral presentation: 25% + Practical project: (2500 words): 25% + Class participation: 15%