Course

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

View course information for previous years.

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.
students sitting on lawn

Study Levels

UNSW Quick Links