Use the Tab and Up, Down arrow keys to select menu items.
An advanced examination of marketing research topics, including both qualitative and quantitative methods. A practical project will provide experience in the application of the material learnt. Given the advanced nature of the material covered in this course, it is recommended that students have B+ or better in MGMT212 and MSCI210.
This is a Stage Three course in the Department of Management. It follows on from MGMT 212 (Marketing Research) which is a required prerequisite.This course aims to provide students with an overall framework to structure the discipline of marketing research. It builds upon the fundamental concepts and steps of marketing research learned in Stage Two and will illustrate the need for managers and researchers to appreciate all aspects of marketing research and how they interrelate. Knowledge of these topics will enable students to carry out research and evaluation during their professional careers and will furnish them with the ability to interpret information found in professional journals, as well as internally and externally generated research reports. It is assumed that students enrolling in this course already have a basic understanding of marketing terminology and concepts, basic marketing research, and basic statistics.This course is divided into two components. During the first half of the year, marketing research concepts will be introduced via lectures and assigned readings. It is important to attend the lectures and do the exercises as they are given, as the topics build on one another as the course progresses. Students will also start on their research project by developing their research proposal.During the second half of the year, students are responsible for a marketing research project that provides a practical application of the skills they have learned during the first half of the year. The project involves a qualitative study (i.e., a focus group) and an empirical study (i.e., survey) developed by pairs of students. You are to pick your topic, conduct the focus groups, create your questionnaire, collect your data from a minimum of 200 subjects (per project), analyse your data, and write up your results. Sample projects are available on request. The project is discussed in greater detail below. This, and possible topics will be discussed during the first lecture.This course will require a substantial commitment on the part of the student. Students should expect to spend approximately 8 hours per week on the course in addition to class time throughout the year.
At the end of this course, you should be able to: (1) evaluate and utilise market research performed by others, and (2) conduct market research.
(1) ACIS102 or ACIS103 or AFIS121 or AFIS122 or AFIS188 or AFIS102 or AFIS103; (2) MGMT204; (3) (MGMT210 and MGMT212) or MGMT202; (4) MSCI210. At the discretion of the HOD, MSCI210 may be replaced by a suitable quantitative course of equivalent point value from other subjects.
BSAD312
Lectures will be held in either Com. 002, the Crypt, the Loft or the Cave.
Paul Ballantine
Daniel Flint and Kevin Voges
Richard Jack
If any piece of assessment for the project is not turned in, the project is not considered complete. If a project proposal, focus group report, or final written report is not turned in, you will receive a 0 for that portion of the assessment. In addition, it is at the discretion of the course coordinator to impose a further penalty – he may reduce your overall mark by up to, but not exceeding, one letter grade.
Malhotra, Naresh K; Marketing research : an applied orientation ; 5th ed; Pearson/Prentice Hall, 2007.
Grading:Group based work contributes 60% toward your course grade. Peer evaluation of individuals’ contributions may be assessed. Normally, minor differences between individuals will not affect the mark. That is, it is expected that both team members will receive the same mark for each component of the project. However, it is possible that major deviations from expectations could occur which could result in different team members receiving different marks. Departmental Academic Policies If you want a hard copy of this document, please ask the course co-ordinator. The Department assumes that you have read this document. You should also read the “Information related to courses and assessment” on page 372 of the Enrolment Handbook 2009 (also in UC Calendar under “General Course and Examination Regulations”).Coversheets - Group and Individual
Domestic fee $1,054.00
International fee $4,433.00
* 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 .