11155 (v.2) Marketing Research 401

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Area:	Muresk Institute
Credits:	25.0
Contact Hours:	13.0
Lecture:	3 x 3 Hours Weekly
Tutorial:	2 x 2 Hours Weekly
Prerequisite(s):	303324 (v.2) Food and Agribusiness Marketing 201 or any previous version
Syllabus:	Introduction to marketing research. Scientific method and concepts in research design. Secondary data sources and experimentation. Concepts of measurement. Questionaire design. Attitude scales, depth interviews, observations and projective techniques. Sampling and review of parametric and non parametric statistics. Pricing, product and promotion research. Ethical issues in agribusiness marketing research.
Unit Outcomes:	On Successful completion of this unit students will have- Defined research problems and choosen appropriate techniques to analyse the problem and identify various analytical techniques used in farm management and in marketing analysis. Demonstrated skills and knowledge of principles and techniques learnt in the unit in including research design and/or project design, goal setting, conducting marketing research, business analysis, feasibility studies, strategic marketing goal , goal setting and strategic planning. Applied specific technique(s) in case study(ies) to demonstrate understanding and the practical use of these analytical techniques and identify the scope an delimitations. Demonstrated ability to write clear and concise reports and present orally in a clear and logical manner and to respond to questions raised by the audience. Demonstrated capacity to work independently as well as to participate in teams and to network with other teams. Demonstrated use of information technology (including computers, web, etc) as a tool/resource when studying or analysing agribusiness systems.
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:	Anderson J.R, Dillon J.L and Hardaker J.B., (1977), Agricultural Decision Analysis, Iowa State University Cambridge. Leedy P.D., (1997), Practical Research: Planning and Design, 6th ed, Collumbus, Merrill Prentice Hall. Malhotra N.K, Hall J, Shaw M and Crisp M., (1996), Marketing Research: An Applied Orientation, Prentice Hall.
Unit Texts:	No prescribed texts.
Unit Assessment Breakdown:	Continuous Assessment 70%, Examination 30%. This is a grade/mark assessment.
Year Location Period Internal Area External Central External 2004 Northam Campus Semester 1 Y