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 2020 in Semester 1 and Semester 2 at Caulfield. It needs MKB1700, MKF1120, MKW1120 or MKC1200 and unlocks 3 units, leading on to 4 units in all.
- Credit points
- 6
- Offered in 2020
- Semester 1, Semester 2
- Caulfield
- Assessment
- Exam 30%
- and 2 other tasks
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
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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
3 units list MKF2121 as a prerequisite or corequisite.
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 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| First semester (Fully flex) | Caulfield | Flexible |
| Second semester | Caulfield | On campus |
Assessment
- Within semester assessment70%
- Examination30%
- Within semester assessment100%
Learning outcomes
When you finish this unit, you should be able to:
- 1
provide a working knowledge of key concepts and methods used in marketing research
- 2
develop a capability in formulating a theoretical framework for a marketing problem/opportunity
- 3
provide an understanding of how to formulate a research design
- 4
develop an ability to apply SPSS statistical software
- 5
develop an ability to interpret statistical output from a marketing perspective.
Workload and teaching
- Lectures18 hours
- Tutorials18 hours
- Teaching approachCase-based teaching
- Teaching approachOnline learning
- 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. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
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
A useful (but not required) resource is the textbook by Naresh Malhotra: Basic Marketing Research (4th Edition, Pearson New International Edition, 2014).
Contacts
- Chief Examiners
- Dr Bhoomija Ranjan
- Associate Professor Yelena Tsarenko
Common questions
What are the prerequisites for MKF2121?
You need MKB1700, MKF1120, MKW1120 or MKC1200 before you enrol.
What can I take after MKF2121?
MKF2121 is a prerequisite or corequisite for 3 units, including MKC3500, MKF2131 and MKW3610. Those lead on to 4 units in all.
When is MKF2121 offered?
In 2020, 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?
Yes. The exam is worth 30% of the final mark, alongside 2 other tasks.