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|Offered at:||(B, X)|
|Unit chair:||J Hall|
|Corequisite:||MPK732 or MPR732|
|Contact hours:||1 x 3 hour seminar per week|
|Note: Online teaching methods require internet access. Please refer to the most current computer specifications.|
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.
Written assignment 4000 words 40%, examination 3 hours 60%
Unit Fee Information
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