Business Research Methods in Marketing - MARK4210
Faculty: UNSW Business School
School: School of Marketing
Course Outline: MARK4210 Course outline
Campus: Sydney
Career: Undergraduate
Units of Credit: 6
EFTSL: 0.12500 (more info)
Indicative Contact Hours per Week: 2
Enrolment Requirements:
Prerequisite: Admission to Honours in Marketing.
Equivalent: MARK7210, MARK8995
CSS Contribution Charge: 2 (more info)
Tuition Fee: See Tuition Fee Schedule
Further Information: See Class Timetable
Description
The research process - project management and research planning. The role of academic research and published material in the process of advancing marketing thought and knowledge. How to read, critique and prepare research proposals. Asking meaningful research questions: inductive and deductive approaches. Conjectures, propositions and hypotheses. Questions of proof, validity, reliability, robustness, representativeness, generalisability, scope, meta-analysis and marketing knowledge. The role of mediating and moderator variables. Preparing research designs to minimise error and bias. Formal research processes in specific analytical areas (such as Marketing Science, Economics Theory, and Consumer Psychology). The art of the solvable. Using this knowledge to write viable research plans.