MKS2420 Marketing research methods
Faculty of Business and Economics
MKS2420 Marketing research methods is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2021 in Semester 1 and Summer B at South Africa. It has no prerequisites and unlocks 3 units.
- Credit points
- 6
- Offered in 2021
- Semester 1, Summer B
- South Africa
- Assessment
- Exam 50%
- and 2 other tasks
- Workload
- 144 hours
- per semester
This is the 2021 handbook entry. See the 2022 entry.
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Requisites
Before MKS2420
Corequisites
Pass these before, or take them in the same semester.
Prohibitions
You can't enrol if you have passed any of these.
After MKS2420
3 units list MKS2420 as a prerequisite or corequisite.
Equivalent units
The same content under another code. Only one of them counts.
Overview
This unit is an introduction to the process of marketing research and the role of research in the marketing decision process. Key outputs include: developing a brief, a proposal and a report, planning and managing a research project, qualitative and quantitative research techniques, statistical analysis, marketing interpretation and reporting.
Offerings in 2021
| Teaching period | Campus | Mode |
|---|---|---|
| First semester - South Africa | South Africa | On campus |
| Summer semester B | South Africa | Block on |
Assessment
- Assignment 1: Research Proposal20%
- Assignment 2: Research Report30%
- ExaminationThreshold hurdle50%
Learning outcomes
When you finish this unit, you should be able to:
- 1
define the purposes and scope of marketing research methods
- 2
illustrate the processes and techniques on quantitative and qualitative research
- 3
demonstrate skills on writing a research proposal and the conduct of a research study by applying appropriate research design
- 4
develop competencies to analyse and interpret data by applying basic statistical tools
- 5
critically assess the relevance of information for marketing decision making.
Workload and teaching
- Laboratories24 hours
- Lectures24 hours
- 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. 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
Zikmund, W.G., D'Alessandro, S., Winzar, H., Lowe, B. and Babin, B.J. (2014). Marketing Research: 3rd Asia Pacific Edition. Victoria, Australia: Cengage Learning.
Technology resources
Students will be required to conduct data analysis using Scientific Calculators or Excel or SPSS (or any other suitable alternative software).
Contacts
- Chief Examiners
- Ms Cynthia Bedwei-Majdoub
Common questions
What are the prerequisites for MKS2420?
None, but you must take MKW2402 or MKS2402 before or alongside it.
What can I take after MKS2420?
MKS2420 is a prerequisite or corequisite for 3 units, including MKC3500, MKS3121 and MKS3440.
When is MKS2420 offered?
In 2021, MKS2420 runs in Semester 1 and Summer B at South Africa.
How much work is MKS2420?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKS2420 have an exam?
Yes. The exam is worth 50% of the final mark, alongside 2 other tasks.