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MMK265 - Marketing Research

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

D Bednall

Prerequisite:

MIS171 plus either MMK277 or MMK101

Corequisite:Nil
Incompatible with: Nil
Contact hours:

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

Note: You will need to access substantial learning resources and experiences in CloudDeakin (Deakin’s online learning environment). Compliance with the Standards in computing, connectivity and student capability are a condition on your enrolment.

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

Assignment 4000 words 40%, Examination 2 hours 60%

Unit Fee Information

Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students
$1260$1260$2594$2754

* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010
** Rate for CSP students who commenced Education and Nursing units pre 2010
Please note: Unit fees listed do not apply to Deakin Prime students.

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