Available in 2012
|Callaghan Campus||Semester 2|
Previously offered in 2013, 2011, 2010, 2009, 2008, 2007, 2006, 2005
Applied Marketing Research focuses on the collection, analysis and reporting of market research data, with a majority of the lectures geared toward illustrating when to use which quantitative analytical techniques and how to understand and report results, including key multivariate techniques. Students identify a research area to address, develop and implement a research programme to address specific questions, analyse data in depth (including utilising one or more of the advanced techniques) and report their findings and conclusions.
This course is available to Bachelor of Business students who have obtained an average mark of at least 65% in the following three Marketing courses: MKTG1000, MKTG2000, MKTG2010, or by arrangement with the Head of the School of Business and Management.
Upon successful completion of the course it is intended you will be able to:
1. Evaluate research strategies in the context of a chosen research topic
2. Synthesise marketing theory and practice
3. Develop a strategy to complete a research project
4. Outline and implement a research plan to complete a project
5. Choose, implement and interpret suitable analytical techniques for a project
6. Utilise statistical software packages to support and enrich the research process
7. Demonstrate report-writing skills and suitable presentation skills using appropriate business technology to communicate
processes and outcomes involved in a research project.
8. Incorporate collaborative process plans and action plans to guide project management in achieving project milestones.
SPSS (Statistical Packages, Service & Solutions) will feature in the lectures and will form the basis for a majority of the hands-on component of the tutorials to be held in the computer labs on how to run and interpret the various analysis techniques. Tutorials will also cover major project management issues.
The principal areas to be covered in the course include:
1. Research design & implementation
2. Qualitative data analysis
3. Data screening, cleaning and preparation
4. Comparing the responses of different groups
5. Measuring the association between variables
6. Reviewing widely used multivariate statistics
7. Report Writing
Not required as students who did not complete MKTG3010A and MKTG3010B previously in the same academic year are not required to complete MKTG3070
MKTG2100 Principles of Marketing and MKTG2010 Marketing Research
Modes of Delivery
Lecture: for 2 hour(s) per Week for Full Term
Tutorial: for 1 hour(s) per Week for 12 weeks