51368 MARKETING RESEARCH METHODS

Year	No.	Offer	Mode	Description			Cred. Pts
98	51368 	S3  	X 	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:

Coakes, S.J. & Steed, L.G. 1996, SPSS for Windows: Analysis Without
Anguish, John Wiley & Sons, Australia.

RECOMMENDED REFERENCE MATERIALS:

Churchill, G.A. Jr. 1987, Marketing Research - Methodological
Foundations, 4th ed., Dryden Press International Edition, USA.

Luck, D.J. & Rubin, R.S. 1987, Marketing Research, 7th ed., Prentice-
Hall International, USA.

Weiers, R.M. 1988, Marketing Research, 2nd ed., Prentice Hall
International Editions, USA.

Aaker, D.A. & Day, G.S. and Kumsen, G. 1995, Marketing Research 5th
ed., John Wiley and Sons, USA.

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

Zikmund, W.G. 1991 Exploring Marketing Research, 4th ed., 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 WWW
1   S              13/01/99  CASE STUDY                                40.00     Y   N
2   S              END S3    2 HOUR END OF SEMESTER EXAMINATION        60.00     N   N

OTHER REQUIREMENTS:

1    The  extension  policy for this unit tries  to  be  fair  to  all
     students who organise their work and family commitments to submit
     their  assignments by the due date, and those  few  students  who
     cannot do so through unforeseen and uncontrollable circumstances.
     If  an  assignment  is late, up to one week's  extension  may  be
     granted  if  a signed statement with supporting documentation  is
     sent  with  the  assignment proving that an {unforeseen}  and  an
     {uncontrollable} extenuating circumstance caused the  delay,  for
     example, unusual and unpredictable work or family commitments. If
     this  statement  and documentation does not show that  unforeseen
     and  uncontrollable extenuating circumstance were present for the
     days  claimed,  then the normal reduction in  marks  for  a  late
     assignment  of 20 percent per day, will apply. Extensions  beyond
     one  week  will  not  be  allowed unless  express  permission  is
     obtained  from  the  Unit  Leader  {before  the  date  that   the
     assignment is due. }Extensions beyond one week are extremely rare
     because  model  answers may start to be distributed  to  students
     after one week.
2    To  obtain  a  pass  in  a unit, students must  pass  {both}  the
     assignment mode and the exam mode.
3    The  due  date for 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.
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 Coordinator.
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.
8    Students  must put the `word count' for their assignment  on  the
     front  page  of the assignment. The word count is the  number  of
     words  in the body of the assignment report and does not  include
     the  title,  executive summary, list of references or appendices.
     To  grade  an  assignment a marker does {not} need to  read  more
     words than the word limit of the assignment.