MKTG620-24S1 (C) Semester One 2024

Research Methods for Marketing

30 points

Start Date: Monday, 19 February 2024
End Date: Sunday, 23 June 2024
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 3 March 2024
  • Without academic penalty (including no fee refund): Sunday, 12 May 2024


This core course provides students with advanced knowledge of qualitative and quantitative theories and research methods relevant to Marketing discipline. These include Conjoint Analysis, Best/Worst Choice Modelling, Netnographic Research, and Tribal Marketing Ethnographic Research. A heavier focus will also be placed on methodologies that predominate much of the marketing research currently being used in both academia and business such as experimental design, depth analysis of qualitative consumer research, and segmentation analysis of large datasets to form consumer groups

This paper provides an overview of the research process, and examines the different types of research philosophies used to help develop theory. An in-depth examination of qualitative and quantitative research techniques is provided to assist students when designing their own research study.

Learning Outcomes

By the end of this course students should be able to:
1. Demonstrate an understanding of competing research philosophies and paradigms.
2. Be able to develop a literature driven research question.
3. Demonstrate an understanding of qualitative and quantitative research methodologies.
4. Demonstrate an understanding of qualitative and quantitative data analysis techniques.
5. Be able to interpret the results of data analysis.
6. Be able to critically assess research articles and reports that use qualitative and quantitative methods.
7. Be able to write a research proposal for a defined audience.


Subject to approval of the Head of Department.


Equivalent Courses

Timetable 2024

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Monday 12:00 - 14:00 Jack Erskine 441
19 Feb - 31 Mar
22 Apr - 2 Jun
Lecture B
Activity Day Time Location Weeks
01 Tuesday 15:00 - 17:00 Jack Erskine 242
19 Feb - 31 Mar
22 Apr - 2 Jun
Lecture C
Activity Day Time Location Weeks
01 Thursday 10:00 - 12:00 Jack Erskine 315
19 Feb - 31 Mar
29 Apr - 2 Jun

Timetable Note

Tutorials and/or laboratories will accompany some lectures. Details are in the lecture schedule.

Course Coordinator / Lecturer

Michael Hall


Assessment Due Date Percentage 
One-page Initial Research Proposal 10%
Literature Review 30%
Research Proposal Presentation 10%
Research Proposal 50%

The ‘45% rule’ does not apply to this course. That is, students do not need to reach 45% weighted average across invigilated assessments. Please refer to for further information

Assessment in Te Reo Māori
In 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.

Course links


Indicative Fees

Domestic fee $2,132.00

* 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 MKTG620 Occurrences

  • MKTG620-24S1 (C) Semester One 2024