Year No. Offer Mode Description Cred. Pts 99 51368 S3 X MARKETING RESEARCH METHODS 1.00
51361+64001
An understanding of qualitative and quantitative market research methodology is an essential prerequisite for successful market research and for marketing strategy development and implementation.
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.
Upon completion of this unit students will be able to:
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
Coakes, S.J. & Steed, L.G., 1999, SPSS for Windows: Analysis Without
Anguish, John Wiley & Sons, Australia.
Malhotra, N.K. 1996, Marketing Research: An Applied Orientation, 2nd
ed., Prentice Hall, New York.
Stevens, R.E., Wrenn, B., Ruddick, M.E. & Sherwood, P.K., 1997, The
Marketing Research Guide, The Haworth Press, New York.
ACTIVITY HOURS Directed Study 44 Private Study 66 Assessments 55
No *F/S Marks Due Description Wtg(%) LBL WWW 1 S 14/01/00 CASE STUDY 1 40.00 Y N 2 S END S3 2 HOUR END OF SEMESTER EXAMINATION 60.00 N N
1 To obtain a passing mark in this unit students must normally
obtain a passing mark for the assignments in aggregate; and
obtain a passing mark for the final examination. Further
information regarding assessment of the unit may be found in the
Introductory Book.
2 The due date for an assignment is the date by which a student
must dispatch 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 dispatch.
3 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. 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. The Unit Leader shall consider all
documentary evidence (including statement from a doctor,
employer, counsellor or independent member of the community as
appropriate) accompanying an application for extension and decide
on the outcome.
In the case of {an application for extension for medical
reasons}, the documentation should include a statement from a
doctor stating:
- the date the medical condition began or changed;
- how the condition affected the student's ability to study;
- when it became apparent that the student could not submit the
assignment.
In the case if {an application for extension for family/personal
reasons}, the documentation should include a statement from a
doctor, counsellor or independent member of the community
stating:
- the date the student's personal circumstances began or changed;
- how the circumstances affected the student's ability to
complete the assignment;
- when it became apparent that the student could not complete the
assignment.
In the case of {an application for extension for employment-
related reasons}, the documentation should include a statement
from the student's employer stating:
- the date the student's employment began or the conditions of
employment changed;
- how this prevents the student from completing the assignment
4 Students must retain a copy of all assignments, which must be
provided if/when required by the Unit Leader.
5 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.
6 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.
7 A Residential School will be cancelled if insufficient numbers,
{10 for undergraduate/5 for postgraduate}, are enrolled by the
cut-off date for enrolling in School. If a student's School is
cancelled, they will be notified and they can then contact the
Unit Leader to arrange an informal meeting at a mutually
convenient time.