MKF9120

Marketing research and forecasting

Mr Mike Shaw

6 points
* One 2-hour lecture and one 1-hour tutorial per week
* First and second semester
* Caulfield
* Open Learning Australia

Objectives Upon completion of this subject, students should have attained a critical and sound understanding of `research' as it applies in marketing and business; have developed skills in analysing marketing and business problems, and formulating research questions; acquired a reasonable understanding of the concepts and techniques of marketing research; and had practical experience in carrying out a research investigation.

Synopsis Topics include the nature and conceptualisation of research problems; theory building; exploratory and qualitative research; literature and secondary data reviews; data collection methods; measurement concepts; sampling and fieldwork; sources of error, evaluation of statistical and practical significance; data analysis and presentation; report writing; examples of industry applications.

Assessment Written presentation (1500 words):15%
* Research project (4500 words): 45%
* Examination (3 hours): 40%