units

MKF2121

Faculty of Business and Economics

Undergraduate - Unit

print version

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

LevelUndergraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2014 (Day)
Caulfield Second semester 2014 (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)

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prerequisites

Co-requisites

MKF2111 or MKW2111

Prohibitions