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MPK701 - Research Design and Analysis

Unit details

Year2016 unit information
Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
EFTSL value:0.125
Unit chair:

J Hall

Prerequisite:

Nil

Corequisite:

Nil

Incompatible with: Nil
Contact hours:

Campus: 1 x 3 hour seminar per week

Cloud(online): Learning resources are via CloudDeakin

Content

The unit will develop students' appreciation of the scope of research in business marketing, together with the processes and techniques used commonly in research. Topics include an introduction to research in marketing, problem definition, research design, qualitative and quantitative methods, measurement concepts, qualitative and quantitative data analysis, univariate and multivariate statistical analysis, sensitivity analysis, the development of business marketing models, reporting and presentation of results. Applications of research in business marketing in the areas of strategic analysis, pricing, brand management, consumer behaviour or sales forecasting will also be discussed.

Assessment

Written Assignment 4000 words 40%, Examination 2 hours 60%

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