Decision-Making and Research (MKTG6202)
UNIT OF STUDY
This unit explains the various sources of bias that can influence decision-making and provides 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 is used as the structure for this unit to explore how data can be turned into actionable marketing information. Students also learn how to assess information requirements, plan data collection and assess data quality.
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%)
Faculty/department permission required?
Study this unit outside a degree
If you wish to undertake one or more units of study (subjects) for your own interest but not towards a degree, you may enrol in single units as a non-award student.
If you are from another Australian tertiary institution you may be permitted to underake cross-institutional study in one or more units of study at the University of Sydney.