MGMT212-09S2 (C) Semester Two 2009

Marketing Research

11 points

Details:
Start Date: Monday, 13 July 2009
End Date: Sunday, 15 November 2009
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 26 July 2009
  • Without academic penalty (including no fee refund): Sunday, 11 October 2009

Description

An introduction to marketing research and its applications, with an emphasis on research as an aid to management decision-making. Students in this course will be provided with a background in research methods, issues related to conducting marketing research, data analysis, and methods of evaluation related to marketing.

The emphasis in this course is on marketing research as an aid to management decision-making. Accordingly, it primarily is intended for prospective users of research results, rather than for specialists in research. However, the latter group, if intending to continue on to Advanced Marketing Research (MGMT312), will benefit through a better understanding of the needs of clients and the range of possible applications.

The specific objectives are to:

1. Develop the participant’s problem analysis skills, and their ability to translate a management problem into a feasible research question;
2. Provide participants with a working knowledge of the concepts and methods of marketing research;
3. Increase sensitivity to the biases and limitations of marketing data;
4. Develop participant’s ability in, and understanding of questionnaire design and sampling theory;
5. Provide participants with an understanding of attitude measurement and its application to marketing research; and
6. Provide participants with an understanding of qualitative and quantitative research methods and their application to marketing research.

Prerequisites

Restrictions

BSAD202, MGMT202

Recommended Preparation

Course Coordinator / Lecturer

Kevin Voges

Assessment

Assessment Due Date Percentage  Description
Assignment 1: Secondary Data 13 Aug 2009 15% Assignment 1: Secondary Data
Assignment 2: Research Proposal 10 Sep 2009 15% Assignment 2: Research Proposal
Assignment 3: Questionnaire Design 01 Oct 2009 15% Assignment 3: Questionnaire Design
Assignment 4: Statistical Analysis 15 Oct 2009 15% Assignment 4: Statistical Analysis
Final Examination 40% Final Examination

Textbooks / Resources

Required Texts

Hair, Joseph F; Marketing research ; 2nd ed; McGraw-Hill Australia, 2008.

Recommended Reading

Coakes, Sheridan J. , Steed, Lyndall G., Ong, Clara; SPSS : analysis without anguish : version 16.0 for Windows ; John Wiley & Sons Australia, 2009.

Notes

Relationship to Other Courses:
This course is a prerequisite for all Stage Three marketing courses and any advanced study in marketing.

Grading:
Marks may be scaled to a mean of 60 and a standard deviation of 15 before a final grade is determined. You should not regard 50% as a pass mark.

Departmental Academic Policies
If you want a hard copy of this document, please ask the course co-ordinator. The Department assumes that you have read this document. You should also read the “Information related to courses and assessment” on page 372 of the Enrolment Handbook 2009 (also in UC Calendar under “General Course and Examination Regulations”).

Coversheets - Group and Individual

Indicative Fees

Domestic fee $414.00

International fee $1,742.00

* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.

For further information see Management, Marketing and Tourism .

All MGMT212 Occurrences

  • MGMT212-09S2 (C) Semester Two 2009
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