MKF2121

Marketing research methods

Mr Mike Shaw

6 points
* One 1-hour lecture and one 2-hour tutorial per week
* First and second semester
* Caulfield, Open Learning Australia
* Prerequisites: MKF1131, MKX1120
* Corequisite: MKX2111

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