MKW2420 - Marketing research methods

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Overview

The process of marketing research. Role of research in the marketing decision process. Developing key outputs -- brief, proposal, report. Planning and managing a research project. Qualitative and quantitative research techniques. Statistical analysis, marketing interpretation and reporting.

Offerings

S1-01-MALAYSIA-ON-CAMPUS

S2-01-MALAYSIA-ON-CAMPUS

Requisites

Prohibition

Corequisite

Contacts

Chief Examiner(s)

Dr Ewe Soo Yeong

Learning outcomes

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

define the purposes and scope of marketing research methods

illustrate the processes and techniques on quantitative and qualitative research

demonstrate skills on writing a research proposal and the conduct of a research study by applying appropriate research design

develop competencies to analyse and interpret data by applying basic statistical tools

critically assess the relevance of information for marketing decision making.

Assessment

1 - Within semester assessment

2 - Examination

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.