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28/02/20161MKF2121Marketing Research MethodsDr. Junzhao Ma28/02/2016Teaching teamLecturer 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(firstname.lastname@example.org)–Dave Stewart ([email protected])– Shahin Sharifi ([email protected])– Lewis Liao ([email protected])28/02/2016Learning objective•Provide a working knowledge of key concepts and methodsused in marketing research•Develop a capability in formulating a theoretical frameworkfor a marketing problem/opportunity•Provide an understanding of how to formulate a researchdesign•Develop an ability to apply SPSS statistical software•Develop an ability to interpret statistical output from amarketing perspective28/02/2016
28/02/20162Unit DeliveryActivityWeeks1.5 h Lectures1-121.5 h Tutorials1-61.5 h Computer sessions7-1228/02/2016Unit Outlineand Resources•Moodle:–Unit guide–Lecture notes and tutorial exercises–Mini-tasks and Assignments–See News and Announcementsfor latest updates•Prescribed Text/Software:–Malhotra, Naresh K. (2014) Basic Marketing Research. 4thInternational Edition, Pearson New International Edition–Previous edition (Malhotra 2012) is fine–SPSS28/02/2016Unit Schedule28/02/2016
28/02/20163AssessmentAssessment ComponentWeightTiming/Due datesAssignment 1: Proposal15%Week 7Assignment 2: Research report21%Week 11Mini-tasks (1-10)10%Weeks 3-12Research participation/paper4%Weeks 5-10Examination •Closed book•Hurdle requirement50%Official periodTotal100%28/02/2016Assignment 1: Research Proposal•Develop a research proposal for an assigned case/businessscenario – be imaginative!•Group assignment (<=3 per group), and pick your groupmembers carefully!•Due on Moodle by Friday 11:59pm in week 7 (one submissionper group)•Learning objective•Instruction will be posted on Moodle in the coming weeks28/02/2016Assignment 1: Research Proposal•Group assignment but individual assessment!•Each group need to work out and agree on the individualcontribution of each group member•The marks will be allocated according to the contribution•Each group member has to sign the contribution form andreturn it to the tutor28/02/2016