FN224 Applied Market Research

DESCRIPTION

This unit provides an introduction to the fundamentals of financial management. It emphasizes the analytical skills necessary to apply financial tools in business situations. The unit will help students gain a thorough understanding of relevant capital market theories, investment analysis, derivatives and in particular options and option values, capital structure and the role of financial management. The unit develops generic skills such as working in teams, communication and problem solving. These skills combined with technical knowledge will allow students to make better financialdecisions.

RELEVANT COURSES

Bachelor of Accounting

Elective unit

CREDIT POINTS

10

DELIVERY MODE

On campus
Intensive
Extensive

PREREQUISITE OR CO-REQUISITE

FN201 Finance

UNIT LEARNING OUTCOMES

LO1 Describe a framework for conducting marketing research as well as the steps of the marketing research process

LO2 Compare and contrast the basic research designs

LO3 Critically analyse the use of the internet and computers in obtaining and analysing qualitative data

LO4 Compare and contrast the use of laboratory versus field experimentation and experimental versus non- experimental designs in marketing research

LO5 Identify and evaluate how to assess reliability, validity and generalizability

LO6 Apply the process of data analysis to the problems of market research and Prepare data analysis report and present the same

CONTENT

  • Marketing research
  • Research design, secondary, and syndicated data
  • Qualitative research, survey, and observation
  • Experimentation and causal research
  • Measurement and scaling
  • Questionnaire and form design
  • Sampling design and preparation
  • Data analysis: Frequency distribution, hypothesis testing, and cross-tabulation
  • Data analysis: Hypothesis testing related to differences, correlation, and regression
  • Data analysis: Exploratory factor analysis
  • New topics in marketing research

ASSESSMENT METHODS

  1. Online Quizzes – 20%
  2. Practical Exercises – 40%
  3. Exam – 40%

PRESCRIBED READINGS

Malhotra, N.K. (2020). Marketing research: An applied orientation (7th ed.). London: Pearson.
Check with the lecturer each semester before purchasing any textbooks