Skip to content | Change text size
Handbooks Courses Units Related information

ETC2500 - Marketing research analysis

6 points, SCA Band 0 (NATIONAL PRIORITY), 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader(s): Dr Neil Diamond and Professor Felix Mavondo


Clayton First semester 2009 (Day)


This unit 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.


The learning goals associated with this unit are to:

  • understand the nature and scope of marketing research, and its role in business decision making
  • understand the difference between qualitative, quantitative, descriptive and causal research
  • design, undertake and analyse sample surveys, report and present their results
  • use various data analysis techniques
  • develop competence in using a statistical package (SPSS).


Within semester assessment: 40%
Examination (2 hours): 60%

Contact hours

Two 1-hour lectures and one 2-hour tutorial per week


ETC1000 or MKC1200


MKC2500, MKF2121, MKW2420

[an error occurred while processing this directive]