ETC2500/MKC2500

Marketing research analysis

Dr Tim Fry

6 points
* Two 1-hour lectures and one 2-hour tutorial per week
* Second semester
* Clayton
* Prequisites: ETC1031 with pass or ETC1032 with credit
* Prohibition: ECM2420 and MKF2121

Objectives On successful completion of this subject students should have developed an understanding of the skills required to conduct and analyse sample surveys; have developed the skills to undertake qualitative and quantitative research projects; be able to understand the role and importance of marketing research within organisations; and be able to understand the processes of marketing research from both a user and provider perspective.

Synopsis This subject introduces sample survey methods, statistical techniques for the analysis of survey data and also introduces qualitative research techniques. It provides students with the knowledge and skills required to understand the role research methods play in problem identification, decision making, strategy development, marketing planning and the evaluation of marketing performance. Topics to be covered include the planning and execution of a survey, sampling methodology, group interview methods, depth interviews, analysis of variance, analysis of `ranked' data and research reporting. Statistical software will be utilised during this subject and students will apply the techniques to a variety of practical marketing problems.

Assessment Group assignment (5000 words): 20%
* Individual assignment (1000 words): 20%
* Examination (2 hours): 60%

Prescribed texts
Dillon W R and others Marketing research in a marketing environment Irwin, 1994
Scheaffer R and others Elementary survey sampling 4th edn, PWS-Kent, 1990