Marketing Research Methods (6372.7)

CLOSED FOR FUTURE ENROLMENT.

Availability

Unit Outlines

To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

• Semester 2, 2018, ON-CAMPUS, BRUCE (179587) - View
• Semester 2, 2017, ON-CAMPUS, BRUCE (167217) - View
• Semester 2, 2016, ON-CAMPUS, TQB-SB (156881) - View
• Semester 2, 2015, ON-CAMPUS, BRUCE (139409) - View

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Syllabus

This unit will introduce students to the lesser complexities of the research process, survey design techniques, the use and sources of secondary data, and the use of qualitative research including focus groups in marketing research. Students will also be introduced to various research techniques including survey research, observation and experiments.

Learning Outcomes

DESCRIPTION:

1. Identify research problems, develop a research proposal for that problem and recommend appropriate research methodology.

2. The basic skills needed to conduct simple marketing research themselves.

3. How to calculate population estimates and parameters and hypothesis testing using SPSS.

4. Design and implement questionnaires.

5. Calculate research results and draw management relevant implications.

Assessment Items

Prerequisites

6357 Introduction to Marketing OR 9521 Foundations of Marketing