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Marketing research theory and practice, as well as specific marketing research applications. A practical project provides experience in survey research methods and common analytical techniques.
This course is intended to provide a background in research methods, issues related to conducting research, the analysis of data, and methods of evaluation related to marketing. It will cover: problem definition, information search, information gathering, data analysis, interpretation of data, and presentation of research findings. Knowledge of these topics will enable students to carry out research and evaluation during their professional careers and will furnish them with the ability to interpret information found in professional journals, as well as internally and externally generated research reports. It is assumed that students enrolling in this course already have a basic understanding of marketing terminology and concepts.This course is divided into two components. During the first half of the year, basic market research concepts will be introduced via lectures and assigned readings. It is important to attend the lectures and do the exercises as they are given, as the topics build on one another as the course progresses. Students will also start on their research project by developing their research proposal.During the second half of the year, students are responsible for a marketing research project that provides a practical application of the skills they have learned during the first half of the year. The project involves a qualitative study (i.e., a focus group) and an empirical study (i.e., survey) developed by students alone or in pairs. You pick your topic, conduct the focus groups, create your questionnaire, collect your data from a minimum of 200 subjects (per project), analyse your data, and write up your results. Sample projects are available on request. The project is discussed in greater detail below. This, and possible topics will be discussed during the first lecture.This course will require a substantial commitment on the part of the student. Students should expect to spend approximately 8 hours per week on the course in addition to class time throughout the year.
At the end of this course, you should be able to:1. evaluate and utilise market research performed by others2. conduct basic market research
(1) AFIS121 or AFIS122 or AFIS188; (2) MGMT202, MGMT204, MSCI210. At the discretion of the HOD, MSCI210 may be replaced by a suitable quantitative course of equivalent point value from other subjects.
BSAD312
Paul Ballantine
Notes on Grading:Group based work contributes 50% toward your course grade. Peer evaluation of individuals’ contributions may be assessed. Normally, minor differences between individuals will not affect the mark. That is, it is expected that both team members will receive the same mark for each component of the project. However, it is possible that major deviations from expectations could occur which could result in different team members receiving different marks.Failure to Complete all Assessment:If any piece of assessment for the project is not turned in, the project is not considered complete. If a project proposal, focus group report, or final written report are not turned in, you will receive a 0 for that portion of the assessment. In addition, it is at the discretion of the course coordinator to impose a further penalty – he may reduce your overall mark by up to, but not exceeding, one letter grade.
Hair, Joseph F. , Bush, Robert P., Ortinau, David J; Marketing research : within a changing information environment ; 3rd ed; McGraw-Hill/Irwin, 2006.
Coakes, Sheridan J. , Steed, Lyndall G; SPSS : analysis without anguish : Version 14.0 for Windows ; John Wiley & Sons Australia, 2007.
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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 350 of the Enrolment Handbook 2007 (also in UC Calendar under “General Course and Examination Regulations”).
Domestic fee $971.00
International fee $3,966.00
* 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 .