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MMK265 - Marketing Research

Unit details

Year

2017 unit information

Enrolment modes:Trimester 1: Burwood (Melbourne), Cloud (online)
Trimester 2: Waterfront (Geelong), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit chair:

C Dubelaar

Prerequisite:

MIS171 plus either MMK277 or MMK101

Corequisite:

Nil

Incompatible with: Nil
Contact hours:

Campus: 1 x 1 hour class, 1 x 2 hour seminar per week

Cloud (Online): 1 x 1 hour class (recordings provided) + 2 hour online seminar (recordings provided) per week

Content

This unit illustrates the important role of marketing research in strategic decision-making. The marketing research process will be examined in detail including: problem identification; research design; questionnaire design; sampling; data collection; data analysis; and report preparation. A range of statistical analysis techniques will be discussed. Students will gain a sound understanding of how marketing research benefits the marketing function of an organisation. The main techniques used to gain information for marketing decision-making will be examined. This unit will provide a conceptual and practical base to further studies in marketing.

Assessment

Assessment 1 (Group of up to 4 students) Written assessment - Establish and provide a written report on the scope for a chosen market research project from a list provided or one chosen by the group (500 words) 10%

 

Assessment 2 (Group of up to 4 students) Written assessment - Set out the data collection and analysis requirements for the chosen market research problem identified in Assessment 1 (1000 words) 10%

 

Assessment 3 (Group of up to 4 students) Written assessment - Analyse the collected data as set out in the analysis plan in Assessment 2 (1000 words) 15%

 

Assessment 4 (Group of up to 4 students) Written assessment (10 minute presentation) Present the final report as if to the client, summarising all previous elements and adding interpretation and recommendations for a decision, 15%

 

Written examination (2 hours) Closed book, 50%

 

Hurdle requirement: Students must attempt ALL assessments and must achieve at least 50% of the marks available on the examination

Unit Fee Information

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