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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.Topics include:Secondary data sourcesQualitative methodsSurvey methods Measurement and questionnaire design Hypothesis testing and data analysisThe 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 participants' 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 prerequisite for all Stage Three marketing courses and any advanced study in marketing.
(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
Kevin Voges
Grading: The marks 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. Global ed; Pearson Education, 2010.
Coakes, Sheridan J. , Steed, Lyndall G., Price, Jennifer Clare; SPSS : analysis without anguish : version 15.0 for Windows ; 1st ed; John Wiley & Sons Australia, 2008.
Departmental Academic Policies The Department assumes that you have read this document.You should also read the General Course and Examination Regulations Dishonest PracticeThe University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.Coversheets - Group and Individual
Domestic fee $655.00
International fee $2,888.00
* 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 .