Marketing research methods
Mr Mike Shaw
6 points
* One 1-hour lecture and one 2-hour tutorial per week
*
First, second semester
* Caulfield
* Prerequisites: MKT1131, MKT1120
* Corequisite: MKT2111
Objectives On completion of this subject students should be able to develop the beginnings of critical analytical thinking in identifying and solving business and marketing problems; explain the role of research techniques in solving business problems and identifying business opportunities; apply buyer behaviour concepts and theory to market research design; define and explain the concepts, procedures, techniques and methods of research used in the marketing process; conceptualise, construct and manage all the elements of a research project; develop skills in basic analysis of quantitative data including the use of computer based statistical analytical packages; explain the importance of objective, unbiased and ethical practices in the marketing research process.
Synopsis Introduction, role in the marketing decision process, problem identification, planning and managing a research project. Sources of information, questionnaire design, sampling, group interviews, depth interviews, data analysis, and research reporting.
Assessment Projects (4000 words): 40%
* Oral presentation: 10%
*
Class tests: 10%
* Examination (3 hours): 40%
Prescribed texts
Malhotra N, Hall J, Shaw M and Crisp, M Marketing research Prentice-Hall
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