MKC2500 - Marketing research analysis

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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 … For more content click the Read More button below.

Offerings

S1-01-CLAYTON-ON-CAMPUS

Requisites

Prohibition

Prerequisite

ETC1000

6 CP

Business and economic statistics

Introduction to statistical analysis

FIT1006

6 CP

Business information analysis

SCI1020

6 CP

Introduction to statistical reasoning

STA1010

6 CP

Statistical methods for science

AND

Marketing theory and practice

MKB1700

6 CP

Fundamentals of marketing

MKC1200

6 CP

Principles of marketing

MKF1120

6 CP

Marketing theory and practice

Contacts

Chief Examiner(s)

Dr Junzhao Ma

Learning outcomes

On successful completion of this unit, you should be able to:

describe the steps in planning and implementing marketing research projects

demonstrate the skills and competencies required to conduct both qualitative and quantitative marketing research

demonstrate the skills required to analyse and interpret sample data

understand the role and importance of marketing research within organisations

communicate the results of marketing research projects.

Teaching approach

Online learning

Assessment

1 - Within semester assessment

2 - Examination

Scheduled and non-scheduled teaching activities

Lectures

Tutorials

Workload requirements

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. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Other unit costs

Costs are indicative and subject to change.
Electronics, calculators and tools: $40