units

MKF2121

Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

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LevelUndergraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2013 (Day)
Caulfield Second semester 2013 (Day)
Coordinator(s)Dr Junzhao Ma (First semester);Dr Stanislav Stakhovych (Second semester)

Synopsis

The process of marketing research. Role of research in the marketing decision process. Developing key outputs -- brief, proposal, report. Planning and managing a research project. Qualitative and quantitative research techniques. Statistical analysis, marketing interpretation and reporting.

Outcomes

The learning goals associated with this unit are to:

  1. provide a working knowledge of key concepts and methods used in marketing research
  2. develop a capability in formulating a theoretical framework for a marketing problem/opportunity
  3. provide an understanding of how to formulate a research design
  4. develop an ability to apply SPSS statistical software
  5. develop an ability to interpret statistical output from a marketing perspective.

Assessment

Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Dr Junzhao Ma (First semester)
Dr Stanislav Stakhovych (Second semester)

Contact hours

3 hours per week

Prerequisites

Co-requisites

MKF2111 or MKW2111

Prohibitions