MKT560 Marketing and Organisational Research (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
Marketing and management research plays an important role in informing business decisions. Research can be used more effectively if managers understand the processes and techniques that have generated research findings. This subject is designed to enhance skills in defining problems as well as planning, evaluating and interpreting research. Both quantitative and qualitative research methodologies are evaluated and applied to a range of marketing and management contexts.
+ Subject Availability Modes and Locations
| Term 1 | |
|---|---|
| Internal | Economic and Finance Institute | Session 2 |
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: MKT560
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503 .
Enrolment restrictions:
Postgraduate students only
Objectives:
Upon successful completion of this subject, students should:
- be able to define and describe the foundations of research and research techniques;
- be able to critically evaluate the role of marketing and organisational research in providing information on a routine and ad hoc basis to assist marketing and management decisions;
- be able to analyse and evaluate the strategic implications of research information;
- be able to design and implement a marketing research plan using appropriate methodologies; and
- be able to specify, evaluate and interpret research data effectively in marketing and management decision situations and make recommendations.
Syllabus:
The subject will cover the following topics:
- The role of business research
- The research process and problem definition
- Exploratory and secondary research
- Introduction to survey research
- Designing survey measurement scales
- Questionnaire design
- Non survey research designs
- Sampling decisions
- Editing data and data analysis
- Ethical issues in business research
- Communicating research results
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.