MKF2121 Marketing research methods
Faculty of Business and Economics
MKF2121 Marketing research methods is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 1 and Semester 2 at Caulfield. It needs MKB1700, MKC1200, MKF1120 or MKW1120 and unlocks 2 units.
- Credit points
- 6
- Offered in 2027
- Semester 1, Semester 2
- Caulfield
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
Reviews
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Requisites
Before MKF2121
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKF2121
2 units list MKF2121 as a prerequisite or corequisite.
Enrolment rules
To be successful in this unit, background knowledge and application of maths is required at the equivalent of VCE Year 12 Higher level. You may have satisfied this by completing relevant prerequisite unit/s, or you have covered relevant topics in your final years of secondary study. You should self-assess your maths competency prior to enrolling in this unit.
Equivalent units
The same content under another code. Only one of them counts.
Overview
The process of marketing research. Role of research in the marketing decision process. Developing key outputs -- brief, proposal, report. Planning and managing a research project. Qualitative and quantitative research techniques. Statistical analysis, marketing interpretation and reporting.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| Second semester | Caulfield | On campus |
Assessment
- Exercise18%
- Quiz / Test30%
- Written52%
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
analyse key concepts and methods used in marketing research
- 2
formulate a theoretical framework for a marketing problem/opportunity
- 3
formulate research design and incorporate ethical considerations to foster inclusivity in global business contexts
- 4
apply appropriate statistical software and any emerging technologies to analyse data
- 5
interpret statistical output from a marketing perspective.
Workload and teaching
- Tutorials24 hours
- Teaching approachCase-based teaching
- Teaching approachProblem-based 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 case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
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.
Learning resources
Required resources
Required text: Textbook by Naresh Malhotra: Marketing Research: An Applied Orientation (7th Edition, Pearson New International Edition, 2017).The statistical software SPSS --required for the 2nd half of the semester--can be access via Monash Online Vlearning Environment (MOVE). Alternatively, the software is installed on most computers in the computer labs (building K and T) and the library
Where it fits
MKF2121 is part of 1 area of study in the 2027 handbook.
Contacts
- Chief Examiners
- Elham Ghazimatin
- Dr Junzhao Ma
Common questions
What are the prerequisites for MKF2121?
You need MKB1700, MKC1200, MKF1120 or MKW1120 before you enrol. Enrolment rules also apply.
What can I take after MKF2121?
MKF2121 is a prerequisite or corequisite for 2 units, including MKC3500 and MKF2131.
When is MKF2121 offered?
In 2027, MKF2121 runs in Semester 1 and Semester 2 at Caulfield.
How much work is MKF2121?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF2121 have an exam?
No. MKF2121 has 3 assessment tasks and no exam.
Which majors and minors include MKF2121?
MKF2121 is part of Business analytics and statistics.