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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 is a Stage Three course in the Department of Management. It follows on from MGMT 202 (Marketing Management) which is a required prerequisite.This course aims to provide students with an overall framework to structure the discipline of marketing research. It builds upon the fundamental concepts and steps of marketing research learned in Stage Two and will illustrate the need for managers and researchers to appreciate all aspects of marketing research and how they interrelate. 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, basic marketing research, and basic statistics.This course is divided into two components. During the first half of the year, marketing 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 pairs of students. You are to 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. 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 others, and (2) conduct market research.
(1) AFIS121 or AFIS122 or AFIS188 or AFIS102 or AFIS103; (2) MGMT202; (3) MGMT204; (4) MSCI210. At the discretion of the HOD, MSCI210 may be replaced by a suitable quantitative course of equivalend point value from other subjects.
BSAD312
Paul Ballantine
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 is 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.
Malhotra, Naresh K; Marketing research : an applied orientation ; 5th ed; Pearson/Prentice Hall, 2007.
Coakes, Sheridan J. , Steed, Lyndall G; SPSS : analysis without anguish : Version 14.0 for Windows ; John Wiley & Sons Australia, 2007.
Domestic fee $1,003.00
International fee $4,176.00
* 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 .