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 Contemporary Research Methods in Marketing - MARK7213
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Campus: Kensington Campus
 
 
Career: Undergraduate
 
 
Units of Credit: 6
 
 
EFTSL: 0.125 (more info)
 
 
Contact Hours per Week: 2
 
 
Enrolment Requirements:
 
 
Prerequisite: Admission to BCom Honours in Marketing.
 
 
Session Offered: See Class Timetable
 
 
Fee Band: 2 (more info)
 
  

Description

The Marketing discipline - its origin, development and future direction. The use of different methods to examine research questions - quantitative, experimental, qualitative, and ethnographic approaches. Advanced survey-based methods. Experimental approaches to research in marketing, including experimental designs and analysis of variance. Consideration of non-quantitative methods - notably qualitative methods, in-depth interviews, case-study analysis, anthropological and ethnographic approaches, cross-cultural studies and phenomenological work. Post-modernist methods of enquiry.

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