Use the Tab and Up, Down arrow keys to select menu items.
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 (MKTG302), 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; and6. Provide participants with an understanding of qualitative and quantitative research methods and their application to marketing research.Relationship to other courses:This course is a requirement for the BCom major in Marketing and all 300-level marketing courses.
(1) MKTG100 or MGMT102; (2) ECON104 or ECON106; (3) MSCI110 or STAT101 or STAT111 or STAT112 or STAT131; (4) 15 points 100-level MGMT or MSCI courses.
MGMT212
Computer tutorials will be held on 5 December, 6 December and 7 December. Details regarding these tutorials will be provided in the first lecture.
Paul Ballantine
Students will be assessed in this course as follows:Assignments - 60%Summer Semester Test - 40%1) Assignments (60%)There are 2 assignments to be completed. Each assignment is worth 30% of your final grade (60% total). Assignments must be handed in by 4pm on the due date. No late assignments will be accepted under any circumstances. Details of each assignment will be advised closer to the time.a) Research Proposal - Due 29th Novemberb) Statistical Analysis Project - Due 14th December2) Summer Semester Test (40%)The test will be 2 hours long (closed book). The test will require students to demonstrate their knowledge of the concepts discussed in the first two weeks of the course. Exam details to be advised.GradingMarks for assessment work may be scaled before a final grade is determined. You should not regard a raw score of 50% as a pass mark.
Malhotra, Naresh K; Marketing research : an applied orientation ; 6th ed; Prentice Hall, 2010.
Coakes, Sheridan J. , Steed, Lyndall G., Ong, Clara; SPSS : analysis without anguish : version 16.0 for Windows ; John Wiley & Sons Australia, 2009.
Departmental Academic Policies The Department assumes that you have read this document.You should also read the General Course and Examination Regulations
Domestic fee $630.00
International fee $2,775.00
* 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 .