MKF5912 Marketing research
Faculty of Business and Economics
MKF5912 Marketing research is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 1 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2027
- Semester 1
- Caulfield
- Assessment
- No exam
- 2 tasks
- Workload
- 144 hours
- per semester
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Requisites
Before MKF5912
No prerequisites or corequisites besides the enrolment rules below.
After MKF5912
No unit lists MKF5912 as a prerequisite in the 2027 handbook.
Enrolment rules
You must have passed or be enrolled in MKF5955, MKM5955 or MKZ5955, or be enrolled in B6010 or B6042 to undertake this unit.
Overview
Making decisions without a true understanding is like walking in the dark. One way to acquire reliable and relevant information is through conducting rigorous marketing research. In this unit, you will learn a systematic and objective process for generating information to aid in making marketing decisions. You will not only learn how to formulate a marketing research problem and write a research brief from a managerial perspective, but also how to choose an appropriate research design and produce a research proposal from a researcher perspective. Finally, you will learn how to collect and analyse data, and how findings from a research report can be used to guide better managerial decisions.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | Flexible |
Assessment
- Exercise50%
- Project50%
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
identify key concepts and methods for conducting marketing research
- 2
formulate marketing research problems and/or opportunities
- 3
develop skills on how to formulate appropriate research design
- 4
conduct data analysis and interpret results from a marketing perspective
- 5
develop and present a research proposal
- 6
interpret marketing research findings to assist managerial decision making.
Workload and teaching
- Lectures12 hours
- Tutorials24 hours
- Teaching approachProblem-based learning
- Teaching approachActive learning
- Teaching approachResearch activities
- Teaching approachCase-based teaching
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.
This unit allows you to develop your research skills by engaging in structured inquiry using a systematic approach and discipline-specific methodologies.
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.
Learning resources
Required resources
Babin, D'Alessandro, Winzar, Lowe, Zikmund (2020) Marketing Research: 5th edition. Cengage Learning Australia. This text is available from the Monash University Bookshop. For eBook visit https://au.cengage.com/c/marketing-research-44-5th-edition-5e-d-alessandro-winzar-lowe-babin-zikmund-zikmund/9780170438964/.
Technology resources
You are required to use SPSS Statistics for this unit. This software is available in the Monash Virtual Environment (MoVE) and in computer labs on campus.
Where it fits
MKF5912 is part of 1 area of study in the 2027 handbook.
Contacts
- Chief Examiners
- Dr Stanislav Stakhovych
Common questions
What are the prerequisites for MKF5912?
MKF5912 has no prerequisites, but enrolment rules apply.
When is MKF5912 offered?
In 2027, MKF5912 runs in Semester 1 at Caulfield.
How much work is MKF5912?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF5912 have an exam?
No. MKF5912 has 2 assessment tasks and no exam.
Which majors and minors include MKF5912?
MKF5912 is part of Marketing.