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Marketing Research 1
UoS Code MKTG1002
Credit points 6
Offered Semester 2
Prerequisites MKTG1001 (or MKTG2001)
Corequisites
Prohibitions MKTG2003
Assumed Knowledge
Additional Information
Lectures 1 lecture and 1 tutorial per week
Assessment Group project; Tutorial participation portfolio; Individual critique; Exams (mid-semester and final)
Description Fundamental to marketing is a requirement to understand who your customers are and what they want. Marketing research is the essential activity of discovering information and presenting it in a useful format to marketing decision makers. This unit introduces the skills and knowledge necessary to allow students to accurately formulate research questions and then discover answers ensuring that these are accurate, reliable and timely. Particular focus is given to different approaches to and aspects of data collection, including: qualitative research; secondary data collection; questionnaire design; sampling; experimental design; validity and basic data analysis.