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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
A core course for all postgraduate students in both Management and Marketing. 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.Relationship to other coursesThis course is a core requirement for the MCom in Management, MCom in Marketing, BCom(Hons) in Management, and BCom(Hons) in Marketing. It is also the prerequisite for MGMT/MKTG680 (Management/Marketing Dissertation) or MGMT/MKTG694 (MCom Thesis).WorkloadThe estimated workload for this course is about 300 hours. This is made up as follows:Lectures / Computer tutorials 48 hoursAssignments 150 hoursLecture preparation and follow-up 102 hours
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.Master of Commerce Learning Goals1. Graduates can demonstrate in-depth knowledge and understanding of current theoretical concepts and frameworks within their major discipline.2. Graduates are able to think logically, analytically and critically with respect to the academic literature in their major discipline.3. Graduates can plan and carry out a supervised programme of academic research that shows a sound understanding of ethical practice.4. Graduates are able to synthesise academic or professional literature and effectively communicate research orally and in written form.
Subject to approval of the Head of Department.
Computer labs will be scheduled during the quantitative analysis parts of this course. Details will be provided later.
Paul Ballantine
Michael Hall , Colleen Mills and Girish Prayag
One-page Initial Research Proposal 1 April 10%This one-page research project proposal will be used to assign your supervisor(s) for the research dissertation or thesis. The supervisor(s) will then be able to help with the development of your detailed proposal during Term 2. The full written proposal (and oral presentation) is due at the end of the course.This short proposal will need to explain your research idea, catch attention, and show some awareness of the current literature surrounding the topic. The project details will be expanded and modified as the project proposal is refined in consultation with your supervisor(s).Literature Review 6 May 30%The literature review can either be on one of the topics provided (see details online) or, with approval, on a topic of your own choosing, which may be the literature review for your project. However, there is likely to be significant differences between this literature review assignment and what you hand in for the research proposal, as the proposal will need to be significantly more focussed on the problem you are tackling. The word limit is between 4,000 and 7,000 words, including references (remember that the reference list will make up a significant proportion of the word count).Further discussion on undertaking literature reviews will be covered in class in Weeks 3 and 4. A substantial body of readings is also available via Learn.Research Proposal Presentation 3 June 20%The research proposal presentation will be based on your written proposal. It should focus on the research problem, give a brief overview of the relevant literature, outline your proposed methodology, and speculate on the academic and practical contributions of the research.Presentation length should be between 15 and 20 minutes, including time for questions. The proposal will be presented to the whole class, the course lecturers, your project supervisor(s), and other academic staff depending on their availability. Feedback will be provided that you can then incorporate into your written proposal, due one week later.Research Proposal 10 June 40%Your proposal will outline the details of your MGMT / MKTG 680 dissertation or MGMT / MKTG 694 thesis. It should be no more than 20 pages long (excluding the references list), use 12pt Times New Roman font, 1.5 spacing, at least 2.54cm margins all around the page. Please ensure you follow the APA style for citations and references. Potential headings to be used in the research proposal could include (but are not limited to) a short abstract, introduction (including aims and objectives), literature review, methodology (including justification for choice of method), timeline for research, budget, ethical issues and approval, potential academic and practical contributions, and a summary/conclusion. More details, including the marking criteria, will be provided during the semester.Further details on assessment activities will be provided throughout the semester (in class and via Learn).
Readings are available on the course Learn site.Lecture notes, assignment details, announcements relating to the course, and marks for assessment items will be available via the UC Learn site.Check the MGMT/MKTG620-S1 Learn site regularly for notices and updates.
MGMT-MKTG620S1 Course Outline LEARN
Class RepresentativeA 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 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.
Domestic fee $1,814.00
International Postgraduate fees
* 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 .