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

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MKF2121
Marketing Research Methods
Dr. Junzhao Ma
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Teaching team
Lecturer and Chief examiner :
– Dr. Junzhao (Jonathan) Ma
– Location: Caulfield, Building S, 6.21; Tel: [phone]
– 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] )
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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
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Unit Delivery
Activity Weeks
1.5 h Lectures 1-12
1.5 h Tutorials 1-6
1.5 h Computer sessions 7-12
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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
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Unit Schedule
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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%
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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
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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
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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
– Student 1 – 50%
– Student 2 – 25%
– Student 3 – 25%
•