MKW2420 Marketing research methods
Faculty of Business and Economics
MKW2420 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 Semester 2 at Malaysia. It has no prerequisites and unlocks 5 units.
- Credit points
- 6
- Offered in 2021
- Semester 1, Semester 2
- Malaysia
- Assessment
- Exam 50%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2021 handbook entry. See the 2027 entry.
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Requisites
Before MKW2420
Corequisites
Pass these before, or take them in the same semester.
Prohibitions
You can't enrol if you have passed any of these.
After MKW2420
5 units list MKW2420 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 2021
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Within semester assessment50%
- Examination50%
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
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.
Where it fits
MKW2420 is part of 2 areas of study in the 2021 handbook.
Contacts
- Chief Examiners
- Dr Ewe Soo Yeong
Common questions
What are the prerequisites for MKW2420?
None, but you must take MKW2402 before or alongside it.
What can I take after MKW2420?
MKW2420 is a prerequisite or corequisite for 5 units, including MKC3500, MKF2131, MKS3121, MKW3301 and MKW3610.
When is MKW2420 offered?
In 2021, MKW2420 runs in Semester 1 and Semester 2 at Malaysia.
How much work is MKW2420?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKW2420 have an exam?
Yes. The exam is worth 50% of the final mark, alongside 1 other task.
Which majors and minors include MKW2420?
MKW2420 is part of Strategic marketing.