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MPK701 - Research Design and Analysis

Unit details

Year2017 unit information
Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
EFTSL value:0.125
Unit chair:

HY Wong

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' knowledge of the scope of research in marketing, together with the processes and techniques used in marketing research. Specific topics include an introduction to research in marketing, problem definition, research design, qualitative and quantitative methods, data collection instruments, qualitative and quantitative data analysis, univariate and multivariate statistical analysis, the development of business marketing models, reporting and presentation of results. Applications of marketing research in various marketing areas of strategic analysis, pricing, brand management, consumer behaviour and sales forecasting will also be discussed.

Assessment

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

Unit Fee Information

Unit fee information available soon

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