MARKETING RESEARCH METHODS

Year	No.	Offer	Mode	Description			Cred. Pts
96	51368 	S2  	D 	MARKETING RESEARCH METHODS	1.00

Contents

• Staffing
• Pre-requisite(s)
• Rationale
• Synopsis
• Objectives
• Topics
• Texts
• Recommended References
• Student Workload
• Assessment Details
• Other Requirements

STAFFING:

PRE-REQUISITE(S)

75002+51361

RATIONALE:

An understanding of qualitative and quantitative market research methodology is an essential prerequisite for successful market research and for marketing strategy development and implementation.

SYNOPSIS:

This  unit  takes  a  practical approach  to  the  marketing  research
process. Students will gain an understanding of the use of research in
marketing  and  both  the  conduct  and  interpretation  of  marketing
research.  Topics  covered  will include identification  of  problems,
setting  research  objectives, research  design,  data  gathering  and
analysis and research report presentation and ethics.

OBJECTIVES:

Upon completion of this unit students will be able to:

1. understand the marketing research process and the value of marketing research as a management tool.
2. show appreciation of the nature, functions and difficulties inherent in selected qualitative and quantitative research techniques.
3. examine critically and evaluate the data gathered and the methodology employed in particular projects.
4. demonstrate an acceptable level of skill in data analysis, processing and interpretations together with respect for the complexities of the research situation and the limitations of the methods available.

TOPICS:

 Description                                                    Weighting(%)

The Marketing Research Process                                        10.00

Research Design and Implementation                                    15.00

Exploratory and Secondary Research                                    10.00

Descriptive Research                                                  20.00

Causal Research                                                       10.00

Sampling Methods and Procedures                                       15.00

Data Processing and Analysis                                          10.00

Report Preparation                                                    5.00

Ethics                                                                5.00

TEXT and MATERIALS to be PURCHASED:

Malhotra N K, 1996, "Marketing Research: An Applied Orientation", 2nd
edition, Prentice Hall, USA.

RECOMMENDED REFERENCE MATERIALS:

Aaker D.A., Day G S and Kumsen, G. 1995, "Marketing Research" (5th
edn), John Wiley and Sons, USA.

Burns, A C & Bush, R F, 1995, "Marketing Research", Prentice-Hall,
USA.

Churchill G A Jr, 1987, "Marketing Research - Methodological
Foundations", (4th edn), Dryden Press International Edition, USA.

Weiers R M, 1988, "Marketing Research", (2nd edn), Prentice Hall
International Editions, USA.

Zikmund W G, 1991, "Exploring Marketing Research", (4th edn), The
Dryden Press, USA.

STUDENT WORKLOAD REQUIREMENTS:

	ACTIVITY				HOURS
Directed Study                                	44
Private Study                                 	66
Assessments                                   	55

ASSESSMENT DETAILS:

No	*F/S	Marks		Due		Description					Wtg(%)		LBL
1 	S 	100.00  	21/08/96	CASE STUDY 1                            	20.00   	Y
2 	S 	100.00  	09/10/96	CASE STUDY 2                            	20.00   	Y
3 	S 	100.00  	END S2  	3 HOUR END OF SEMESTER EXAMINATION      	60.00   	N

OTHER REQUIREMENTS:

1    To  obtain a pass in a unit, students must perform satisfactorily
     in overall assignment work and the examination.
2    The due date of an assignment is the date by which a student must
     despatch  the assignment to the University, and is normally  that
     defined  in the relevant unit specification. The onus is  on  the
     student to provide, if requested, proof of date of despatch.
3    Students  should organise their affairs to ensure that they  meet
     due  dates  for all assignments. Extensions will be granted  only
     under exceptional extenuating circumstances, normally involving a
     significant medical condition.
4    Students  may  apply  for  an  assignment  extension  either   by
     application  through  DEC before the due  date  or  by  including
     application  with the submitted assignment after  the  due  date.
     Such  applications  should be in writing and  include  supporting
     documentary evidence. The authority for granting extensions rests
     with the relevant Unit Leader.
5    All  assignments  despatched after due dates without  appropriate
     extension  approvals or after approved extension  dates  will  be
     penalised  up to a maximum of 20% of the assigned mark  per  work
     day.
6    Students  must  retain a copy of all assignments  which  must  be
     provided if/when required by the Unit Leader.
7    Unit  weightings of topics should not be interpreted as  applying
     to  the  number  of  marks allocated to questions  testing  those
     topics in an examination paper.