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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 objectives of the course are: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
MKTG100 and STAT101, and a further 15 points in MGMT
Students must attend one activity from each section.
Lectures for this course are recorded using the ECHO360 lecture recording system.
Kseniia Zahrai
Girish Prayag
The ‘45% rule’ applies to this course. That is, student needs to reach 45% weighted average across invigilated assessments. Please refer to https://learn.canterbury.ac.nz/course/view.php?id=7744 for further information. In other words, to pass this course you must not only achieve a final grade of 50% or higher overall, but also achieve a weighted average grade of at least 45% in the final exam.Use of AI: The use of Artificial Intelligence bot tools such as ChatGPT is not permitted in this course. Use of AI bot tools to assist with the generation of any part of your assessments in this course constitutes a breach of instructions and may result in an Academic Misconduct referral. If at all unsure regards AI bot use, please ask your course teaching staff.Assessment In Te Reo MāoriIn recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following: Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.
Malhotra, Naresh K; Marketing research : an applied orientation ; Seventh edition; Pearson, 2020.
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 ; 7th edition; Allen & Unwin, 2020.
LEARN
Domestic fee $1,003.00
International fee $4,538.00
* 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 .