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 2026 in Semester 1 and Semester 2 at Malaysia. It needs MKW1120 and unlocks 3 units, leading on to 4 units in all.
- Credit points
- 6
- Offered in 2026
- Semester 1, Semester 2
- Malaysia
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
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Requisites
Before MKW2420
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKW2420
3 units list MKW2420 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. You will be introduced to basic types of research and their objectives, formulating research designs and proposals, and conducting research with a focus on quantitative survey methodology. You will learn to analyse the data, interpret the results, and report them in a critical way.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Artefact30%
- Written30%
- Project40%
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
critically evaluate marketing research problems in diverse business contexts
- 2
create a valid survey questionnaire for quality data collection
- 3
demonstrate reflective and research skills in marketing for academic and career development.
Workload and teaching
- Tutorials24 hours
- Teaching approachEnquiry-based learning
- Teaching approachCase-based teaching
- Teaching approachActive learning
- Teaching approachProblem-based learning
- Teaching approachResearch activities
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 engages you in enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.
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 engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective 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 allows you to develop your research skills by engaging in structured inquiry using a systematic approach and discipline-specific methodologies.
Where it fits
MKW2420 is part of 3 areas of study in the 2026 handbook.
Contacts
- Chief Examiners
- Dr Ewe Soo Yeong
Common questions
What are the prerequisites for MKW2420?
You need MKW1120 before you enrol.
What can I take after MKW2420?
MKW2420 is a prerequisite or corequisite for 3 units, including MKC3500, MKF2131 and MKM3400. Those lead on to 4 units in all.
When is MKW2420 offered?
In 2026, 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?
No. MKW2420 has 3 assessment tasks and no exam.
Which majors and minors include MKW2420?
MKW2420 is part of Digital marketing, Digital marketing and Strategic marketing.