MKTG202-20S1 (C) Semester One 2020

Marketing Research

15 points

Start Date: Monday, 17 February 2020
End Date: Sunday, 21 June 2020
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Friday, 28 February 2020
  • Without academic penalty (including no fee refund): Friday, 29 May 2020


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.

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

The total workload for this course is about 150 hours in total. This is made up approximately as follows:
Lectures 24 hours
Tutorials 10 hours
Examination 2 hours
Examination preparation 36 hours
Assignments 54 hours
Lecture preparation and follow-up 24 hours
Total 150 hours

Learning Outcomes

BCom Learning Goals:
1. Graduates can demonstrate advanced knowledge of their selected subject major, informed by the broader context of Commerce;
2. Graduates are able to use analytical thinking and problem-solving skills to address specific problems;
3. Graduates can understand issues from a range of ethical, global and multicultural perspectives;
4. Graduates are able to communicate effectively both orally and in written form.

MKTG202 Learning Goals:
Provide participants with an understanding of qualitative and quantitative research methods and their application to marketing research. The emphasis in this course is on marketing research as an aid to management decision-making, and meets BCom Learning Goal 2. Accordingly, it is primarily intended for prospective users of research results, rather than for specialists in research. However, the latter group, if intending to continue with advanced studies in research methods, will benefit from an understanding of the range of methodologies available, and through a better understanding of the needs of clients.

The specific objectives of the course 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 especially in the new information age;
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. Develop 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.

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attributes specified below:

Critically competent in a core academic discipline of their award

Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

Employable, innovative and enterprising

Students will develop key skills and attributes sought by employers that can be used in a range of applications.

Biculturally competent and confident

Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.

Engaged with the community

Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

Globally aware

Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.


(1) MKTG100; and (2) STAT101; and (3) A further 30 points



Equivalent Courses


Timetable Note

Week 1 to 12 lecturers:
Dr Chris Chen
Ms Kseniia Zahrai
(Office hours by appointment only - send an email to make an appointment.
Alternatively email the question to the lecturers or post it in one of the Learn Forums)

Week 2 to 11 tutors:
Shayan Zarakhsh
Saman Hassibi
Afshin Tanouri


Assessment Due Date Percentage  Description
Assignment 1: Group Research Design 09 May 2020 35% Assignment 1: Group Research Design
Assignment 2: Statistical Analysis 04 Jun 2020 35% Assignment 2: Statistical Analysis
Final Examination 30% Final Examination

Students will be assessed in this course as follows:

Assignments 50%
Final Exam 50%

1) Assignments (50%)
There are 2 assignments to be completed. Each assignment is worth 25% of your final grade (50% total).

Assignments must be handed in at or before the start of class on the due date. If you wish to hand your assignment in prior to the lecture, you can place it in the Marketing Assignments box, which is located in at College Office Reception.

Details of both assignments will be advised early in the semester.

a) Group Research Design - Due 30th April
b) Statistical Analysis - Due 4th June

Assignments submitted without a cover sheet will not be marked.

2) Final Exam (50%)
The final exam will be two hours long (closed book). The exam will require students to demonstrate their knowledge of the concepts discussed throughout the course. Exam details to be advised later in the semester. The final exam applies the 45% rule, which means that:

In addition to the requirement to achieve a pass mark from the weighted average of all assessment marks, in order to pass MKTG202, a student is also required to achieve not less than 45% over the final exam.

Late Assignments
My preference is for assignments to be handed in by the due date and time. In the consulting world, delays in delivering reports are bad for your business credibility. However, stuff happens. There is no need to ask for an extension if your assignment is late. When you submit your assignment, provide a statement outlining your reasons for your late assignment, with supporting documentation if appropriate (e.g. medical certificate). All late submissions will be accepted, but may incur a penalty (5% per day). Any penalties imposed will be at the discretion of the course coordinator and will be based on the reason given and the lateness of the submission.

Online Resources
Lecture notes, assignment details, announcements relating to the course, and marks for assessment items will be available via the UC Learn site.

Check the MKTG202 Learn site regularly for notices and updates.

The course coordinator may choose not to respond to emails asking questions that can be easily answered by consulting this course outline or the Learn site.

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.

Textbooks / Resources

Required Texts

Malhotra, Naresh K. , Nunan, Daniel, Birks, David F; Marketing research :an applied approach ; Fifth Edition; Pearson, 2017.

Recommended Reading

Babin, Barry J. , Zikmund, William G; Exploring marketing research ; Eleventh edition; Cengage Learning, 2016.

Pallant, Julie; SPSS survival manual :a step by step guide to data analysis using IBM SPSS ; 6th edition; McGraw-Hill Education, 2016.


Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
The Department assumes that you have read this document.

You should also read the General Course and Examination Regulations

Dishonest Practice
The 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.

Citations and referencing

Indicative Fees

Domestic fee $822.00

International fee $3,688.00

* 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 MKTG202 Occurrences

  • MKTG202-20S1 (C) Semester One 2020