MKC2500 · Marketing research analysis

Overview

In this unit, you will learn to formulate and solve marketing research problems with different research approaches. The focus is on the survey method, but various exploratory and causal research techniques are also covered. A significant portion of the unit will be dedicated to conducting statistical analyses using proprietary data analysis software. The unit provides you with the requisite knowledge and skills for marketing research.

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. formulate appropriate marketing research problems and questions
2. identify suitable marketing research frameworks and approaches for different marketing research scenarios
3. analyse and interpret qualitative and quantitative marketing research data
4. apply marketing research analysis to address broader social and political issues
5. communicate the results of marketing research projects to different stakeholders.

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.