MKW2420 · Marketing research methods

Overview

This unit is an introduction to the process of marketing research and the role of research in the marketing decision process. You will be introduced to basic types of research and their objectives, formulating research designs and proposals, and conducting research with a focus on quantitative survey methodology. You will learn to analyse the data, interpret the results, and report them in a critical way.

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

Learning outcomes

1. critically evaluate marketing research problems in diverse business contexts
2. create a valid survey questionnaire for quality data collection
3. demonstrate reflective and research skills in marketing for academic and career development.

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.