308511 (v.1) Agribusiness Marketing Research 501

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Area:	Muresk Institute
Credits:	25.0
Contact Hours:	5.0
Lecture:	1 x 3 Hours Weekly
Tutorial:	1 x 2 Hours Weekly
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 completion of this unit students will have - Defined research problems and choose 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 learned in the unit including research design and/project design, goal setting, conducting marketing research, business analysis, feasibility studies, strategic marketing, goal setting and strategic planning. Applied specific techniques in case studies to demonstrated understanding and the practical uses of these analytical techniques and identify the scope and limitations. 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.
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). Merrill Prentice Hall, Collumbus. 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:	Final Exam 40%, Group Research Project 40%, Tutorial Participation 20%. This is by Grade/Mark assessment.
Year Location Period Internal Area External Central External 2004 Bentley Campus Semester 1 Y