Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2014 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 2, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Econometrics and Business Statistics
OfferedClayton First semester 2014 (Day)
Coordinator(s)Associate Professor Catherine Forbes


This unit introduces sample survey methods, statistical techniques for the analysis of survey data and also introduces qualitative research techniques. It provides students with the knowledge and skills required to understand the role research methods play in problem identification, decision making, strategy development, marketing planning and the evaluation of marketing performance.


The learning goals associated with this unit are to:

  1. understand the nature and scope of marketing research, and its role in business decision making
  2. understand the difference between qualitative, quantitative, descriptive and causal research
  3. design, undertake and analyse sample surveys, report and present their results
  4. use various data analysis techniques
  5. develop competence in using a statistical package (SPSS).


Within semester assessment: 40%
Examination: 60%

Chief examiner(s)

Workload requirements

4 hours per week