MKG9420

Marketing research and forecasting

Mr Manir Zaman

6 credit points
* Prerequisites: MKG9401 and MKG9402
* Distance education
* Gippsland
* Workload: approximately 12 hours per week
* First and second semester

Objectives This subject aims to provide students a critical and sound understanding of research for marketing and business decisions; develop skills in analysing marketing and business problems, and formulating research questions. On completion students should acquire a reasonable understanding of the concepts and techniques of marketing research, and practical knowledge of carrying out a research investigation.

Synopsis The subject covers the concept of developing research objectives, design of the research project, data needs, sources and methods of data collection, measurement techniques and scales, questionnaire design and pre-testing, sampling process, primary data collection, data editing and processing, data analysis and interpretation, report writing and presentation.

Assessment First assignment (research proposal): ungraded pass
* Second assignments (research report 3500 to 4000 words): 60%
* Examination (3 hours): 40%
* Students must obtain a satisfactory result in all areas of assessment.

Recommended texts

Zickmund W G Exploring marketing research 6th edn, Dryden, 1997