1996 Swinburne Higher Education Handbook

equire students to develop a data analysis plan for
reporting the results of the study;
develop the necessary skills to use an appropriate
statistical software package in order to analyse survey
and experimental data;
enable students to present the findings of the research
topic both orally and in written form.
Recommended reading
Malhotra, N.K., Marketing Research and Applied
Orientation,Englwood Cliffs, N.J., Prentice Hall, 1993
SPSS for Windows Release 6.1 Student Version, SPSS Inc.,
Englewood Cliffs, N.J., Prentice Hall 1993
Note: Tbis subject is equivalent to BQ221 Marketing Data
Management. Students who have studied BQ22l will not be
permitted to study this subject.
BQ330 Market Modelling
3 hours per week Hawthorn Prerequisite: Prerequisite
BQl l l Quantitative Analysis B or (BQI IOE + BQ110)
Quantitarive An& A Arcecm~nr idvidtrd asngnmat
A subject in the Bachelor of Business
Objectives
Introduce students to business modelling;
T.
8 Provide a framework for decision making;
t, Introduce students to modelling with integrated
a
E.
packages such as MS Excel;
" Demonstrate market modelling through extensive use of
case studies.
Content
The material covered will include decision models,
formulation, defining variables, sensitivity analysis,
documenting models, using spreadsheets as decision support
tools, implementation and maintenance.
Recommended reading
Daellenbach, Hans G., George, John A., and McNickle, Donald
C., Introduction to Operations Research Techniques. 2nd edn,
Boston, Allyn and Bacon, 1983
Amoroso, Donald Decision making using Lotus 1-2-3 for Windows:
Building Quality Applications. New York, McGraw-Hill, 1994
Lilien, Gary L. Kotler, Philip and Moorthy, K. Sridhar Marketing
Models, Englewood Cliffs, N. J., Prentice Hall, 1992
84331 Survey Research Methods
3 hours per week Hawthorn Prerequisite: BQl l l
Quantitative Analysis B or (BQI IOE + BQ110) Quantitative
Analysis A Assessment: examination/assignment
A subject in the Bachelor of Business
Students intending to complete a major or minor in
marketing are strongly recommended to include this subject
as part of their studies.
Objectives
To extend students ability to analyse data arising from
surveys using appropriate statistical and data analysis
software;
to design survey instruments for different data
collection strategies;
to introduce students to the complexities of alternative
sample designs.
Content
The subject will normally cover the following areas: the
analysis of survey data using SPSS for Windows; sample
design; data collection methods; fieldwork administration;
survey costing; data editing and data entry options,
measurement issues; developing research briefs
Recommended reading
Babbie, E. The Practice of Social Research. 7th edn, Belmont, Calif,
Wadsworth, 1995
Malhotra Naresh, K., Marketing Research, An Applied Orientation.
2nd edn, Upper Saddle River, N.J., Prentice Hall, 1996
B4400 Business Modelling Honours
Students should seek advice from the appropriate Business
Modelling staff when formulating their discipline-specific
course of study and their research project proposal.
- -
To encourage a multi-disciplinary approach, students may,
subject to approval, undertake selected honours level
coursework subjects from other schools, divisions, or
institutions provided that they show the relevance of these
coursework subjects to their proposed area of research. Such
arrangements are subject to the student having any necessary
prerequisite studies and may be subject to. the availability of
any necessary resources and the availability of appropriate
staff supervision.
Advanced Business Modelling Techniques
Students will be required to investigate advanced theoretical
business modelling techniques which support their research
project proposal. In particular, students will be expected to
demonstrate their understanding of these techniques by
applying them to one or more business modelling case
studies and presenting their findings via participation in a
seminar program. Students may also be required to analyse
specific business case studies, consult Recommended
Reading, periodicals and conference proceedings and
investigate the use of computer software packages as part of
this subject.
Business Modelling Honours Research Project
Students will be required to undertake a substantial research
project utilising business modelling techniques within their
chosen area of speciality. The research project may involve
the collection and analysis of data, an extension of the
student's theoretical knowledge, the use of existing
computer software packages or the production of computer
software via programming. Students will be expected to
report their research activity in the form of a written
dissertation of approximately 15 000 words in length and
will be required to progressively present their findings as
part of a research seminar program.
Students intending to complete their degree with honours
must apply for entry into the honours year by the end of
their three year degree.
Note that entry into the honours year is competitive and the
number of places is subject to a quota.