Lecture 1.pdf - MKF2121 Marketing Research Methods Dr Junzhao Ma 28 02 2016 Teaching team Lecturer and Chief examiner Dr Junzhao(Jonathan Ma Location

Lecture 1.pdf - MKF2121 Marketing Research Methods Dr...

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28/02/2016 1 MKF2121 Marketing Research Methods Dr. Junzhao Ma 28/02/2016 Teaching team Lecturer and Chief examiner : – Dr. Junzhao (Jonathan) Ma – Location: Caulfield, Building S, 6.21; Tel: 9903 1428 – Consultations: Thursday. 11.30am – 12:30pm – Email: [email protected] More efficient to contact me by email and schedule an appointment Tutors: Ari Pramono (ari.pramono @monash.edu ) Dave Stewart ( [email protected] ) – Shahin Sharifi ( [email protected] ) – Lewis Liao ( [email protected] ) 28/02/2016 Learning objective Provide a working knowledge of key concepts and methods used in marketing research Develop a capability in formulating a theoretical framework for a marketing problem/opportunity Provide an understanding of how to formulate a research design Develop an ability to apply SPSS statistical software Develop an ability to interpret statistical output from a marketing perspective 28/02/2016
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28/02/2016 2 Unit Delivery Activity Weeks 1.5 h Lectures 1-12 1.5 h Tutorials 1-6 1.5 h Computer sessions 7-12 28/02/2016 Unit Outlineand Resources Moodle: Unit guide Lecture notes and tutorial exercises Mini-tasks and Assignments See News and Announcements for latest updates Prescribed Text/Software: Malhotra, Naresh K. (2014) Basic Marketing Research. 4th International Edition, Pearson New International Edition Previous edition (Malhotra 2012) is fine SPSS 28/02/2016 Unit Schedule 28/02/2016
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28/02/2016 3 Assessment Assessment Component Weight Timing/Due dates Assignment 1: Proposal 15% Week 7 Assignment 2: Research report 21% Week 11 Mini-tasks (1-10) 10% Weeks 3-12 Research participation/paper 4% Weeks 5-10 Examination Closed book Hurdle requirement 50% Official period Total 100% 28/02/2016 Assignment 1: Research Proposal Develop a research proposal for an assigned case/business scenario – be imaginative! Group assignment (<=3 per group), and pick your group members carefully! Due on Moodle by Friday 11:59pm in week 7 (one submission per group) Learning objective Instruction will be posted on Moodle in the coming weeks 28/02/2016 Assignment 1: Research Proposal Group assignment but individual assessment! Each group need to work out and agree on the individual contribution of each group member The marks will be allocated according to the contribution Each group member has to sign the contribution form and return it to the tutor 28/02/2016
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28/02/2016 4 Hypothetical Assessment Outcome for Assignment 1 Example A Assignment mark 60 Individual contribution - equal Student 1 – 33% Student 2 – 33% Student 3 – 33% Individual marks - equal Student 1 – 60 Student 2 – 60 Student 3 – 60 Example B Assignment mark 60 Individual contribution – unequal
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