MKF5912 · Marketing research

Overview

Making decisions without a true understanding is like walking in the dark. One way to acquire reliable and relevant information is through conducting rigorous marketing research. In this unit, you will learn a systematic and objective process for generating information to aid in making marketing decisions. You will not only learn how to formulate a marketing research problem and write a research brief from a managerial perspective, but also how to choose an appropriate research design and produce a research proposal from a researcher perspective. Finally, you will learn how to collect and analyse data, and how findings from a research report can be used to guide better managerial decisions.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

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

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. identify key concepts and methods for conducting marketing research
2. formulate marketing research problems and/or opportunities
3. develop skills on how to formulate appropriate research design
4. conduct data analysis and interpret results from a marketing perspective
5. develop and present a research proposal
6. interpret marketing research findings to assist managerial decision making.

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.