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-CAULFIELD-ON-CAMPUS
S2-01-CAULFIELD-ON-CAMPUS
Requisites
Prerequisite
Prohibition
Rules
Enrolment Rule
Contacts
Chief Examiner(s)
Dr Bhoomija Ranjan
Dr Han Chen
Learning outcomes
On successful completion of this unit, you should be able to:
1.
analyse key concepts and methods used in marketing research
2.
formulate a theoretical framework for a marketing problem/opportunity
3.
formulate research design and incorporate ethical considerations to foster inclusivity in global business contexts
4.
apply appropriate statistical software and any emerging technologies to analyse data
5.
interpret statistical output from a marketing perspective.
Teaching approach
Problem-based learning
Case-based teaching
Assessment
1 - Written
2 - Quiz / Test
3 - Written
4 - Exercise
5 - Exercise
Scheduled and non-scheduled teaching activities
Lectures
Tutorials
Workload requirements
Workload
Learning resources
Required resources