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MMK265 - Marketing Research

Unit details

Year

2016 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:

A Vocino

Prerequisite:

MIS171 plus either MMK277 or MMK101

Corequisite:

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.

Incompatible with: Nil
Contact hours:

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

Cloud (Online): Learning experiences are via CloudDeakin

Note:

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%

Hurdle requirement: achieve at least 50% of the marks available on the examination

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