MKC2500 Marketing research analysis
Faculty of Business and Economics
MKC2500 Marketing research analysis is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2026 in Semester 1 at Clayton. It needs (SCI1020, ETC1000, FIT1006, ETB1100, ETW1001, ETX1100, STA1010 or ETF1100) and (MKC1200, MKB1700, MKW1120 or MKF1120) and unlocks 3 units.
- Credit points
- 6
- Offered in 2026
- Semester 1
- Clayton
- Assessment
- Exam 30%
- and 2 other tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
Reviews
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Requisites
Before MKC2500
Prohibitions
You can't enrol if you have passed any of these.
Prerequisites
Pass these before you enrol.
- SCI1020Introduction to statistical reasoningNo reviews yet
- ETC1000Business and economic statisticsNo reviews yet
- FIT1006Business information analysisNo reviews yet
- ETB1100Business statisticsNo reviews yet
- ETW1001Introduction to statistical analysisNo reviews yet
- ETX1100Business statisticsNo reviews yet
- STA1010Statistical methods for scienceNo reviews yet
- ETF1100Business statisticsNo reviews yet
After MKC2500
3 units list MKC2500 as a prerequisite or corequisite.
Overview
This unit introduces sample survey methods, statistical techniques for the analysis of survey data and also introduces qualitative research techniques. It provides you with the knowledge and skills required to understand the role research methods play in problem identification, decision making, strategy development, marketing planning and the evaluation of marketing performance.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Clayton | On campus |
Assessment
- Exercise25%
- Project45%
- Examination30%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
describe the steps in planning and implementing marketing research projects
- 2
demonstrate the skills and competencies required to conduct both qualitative and quantitative marketing research
- 3
demonstrate the skills required to analyse and interpret sample data
- 4
understand the role and importance of marketing research within organisations
- 5
communicate the results of marketing research projects.
Workload and teaching
- Lectures18 hours
- Tutorials18 hours
- Seminars6 hours
- Teaching approachProblem-based learning
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Where it fits
MKC2500 is part of 3 areas of study in the 2026 handbook.
Contacts
- Chief Examiners
- Dr Junzhao Ma
Common questions
What are the prerequisites for MKC2500?
You need (SCI1020, ETC1000, FIT1006, ETB1100, ETW1001, ETX1100, STA1010 or ETF1100) and (MKC1200, MKB1700, MKW1120 or MKF1120) before you enrol.
What can I take after MKC2500?
MKC2500 is a prerequisite or corequisite for 3 units, including MKC2700, MKC3500 and MKF2131.
When is MKC2500 offered?
In 2026, MKC2500 runs in Semester 1 at Clayton.
How much work is MKC2500?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKC2500 have an exam?
Yes. The exam is worth 30% of the final mark, alongside 2 other tasks.
Which majors and minors include MKC2500?
MKC2500 is part of Business analytics and Marketing science.