MMK265 - Marketing Research
2016 unit information
|Enrolment modes:||Trimester 1: Burwood (Melbourne), Cloud (online)|
Trimester 2: Waterfront (Geelong), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
MIS171 plus either MMK277 or MMK101
For students commencing courses M300, M307, D301, D313, D317, D321, D322, D325, D338, D366 or D388 from T1 2016: MAA103, MAE101, MAF101, MIS171, MLC101, MMK101, MMM132, MWL101.
Campus: 1 x 2 hour class, 1 x 1 hour seminar per week
Cloud (Online): Learning experiences are via CloudDeakin
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.
Assignment 4000 words 40%
Examination 2 hours 60%
Hurdle requirement: achieve at least 50% of the marks available on the examination