Decision-Making and Research (MKTG6202)
UNIT OF STUDY
This unit will explain the various sources of bias that can influence decision-making and will provide strategies to improve the quality of business decisions. Understanding and using marketing information is an essential task for marketing decision-makers. However, despite very large amounts of qualitative and quantitative data being available from both primary and secondary sources, concerns exist over much of its quality and how to combine these different sources into a useful stream of information that helps decision makers make better decisions throughout the product lifecycle. The marketing planning cycle will be used as the structure for this unit to explore how data can be turned into actionable marketing information. Students will learn how to assess information requirements, plan data collection and assess data quality.
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Further unit of study information
1x 3hr seminar per week
analysis of qualitative data (30%), reflexive diary on qualitative analysis (10%), analysis of mixed methods (30%), and final exam (30%)
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