MKC2500 · Marketing research analysis

Overview

This unit introduces sample survey methods, statistical techniques for the analysis of survey data and also introduces qualitative research techniques. It provides you 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.

Offerings

Assessment

The Handbook lists an examination for this unit.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. describe the steps in planning and implementing marketing research projects
2. demonstrate the skills and competencies required to conduct both qualitative and quantitative marketing research
3. demonstrate the skills required to analyse and interpret sample data
4. understand the role and importance of marketing research within organisations
5. communicate the results of marketing research projects.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.