5518 (v.7) Marketing Research 562

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Syllabus:

Application of knowledge and creativity to real life research problems. In this course you will play the roles of both the client, (in defining the research purpose and objectives) and the researcher in designing the research study, sample size, questionnaire, data analysis etc. Managerially oriented with a strong practical bias.

Unit Outcomes:

On successful completion of this unit students will have- Become able to understand the importance of marketing and business research as a management decision-making tool. Appreciated the difference between basic and applied research. Understood the managerial value of marketing and business research and the role it plays in the development and implementation of strategy. Appreciated when marketing and business research is needed and when it should be conducted. Understood the various categories and types of marketing and business research.

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

William G. Zikmund, W.G. (2000). Business Research Methods. (sixth edition). Fort Worth, Dryden Press. Salkind, N.J. (2000). Exploring Research. (fouth edition). Sydney, Prentice Hall.

Unit Texts:

Burns, A.C. and Bush, R.F. (2000). Marketing Research. (third edition) Sydney, Prentice Hall. Tan, T.W. (2000). Thomas Cases in Research Methodology: An Applied Perspective. (second edition). Sydney, Prentice Hall.

Unit Assessment Breakdown:

Examination 50%, Group Project 40%, Market Research Proposal (Presentation and Content) 10%. This is done by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 1	Y
2004	Bentley Campus	Short Period 9	Y