Marketing Research

Learning Outcomes

• This course is to 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:
  
• Develop the participant’s problem analysis skills, and their ability to translate a management problem into a feasible research question;
  
• Provide participants with a working knowledge of the concepts and methods of marketing research especially in the new information age;
  
• Increase sensitivity to the biases and limitations of marketing data;
  
• Develop participant’s ability in, and understanding of questionnaire design and sampling theory;
  
• Develop participants with an understanding of attitude measurement and its application to marketing research, and
  
• Provide participants with an understanding of qualitative and quantitative research methods and their application to marketing research.
  
  
  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
  
• Employable, innovative and enterprising
  
• Biculturally competent and confident
  
• Engaged with community
  
• Globally aware
  
  
  Learning Objectives, BCom
  
• Students have an in-depth understanding of their majoring subject and are able to critically evaluate and, where applicable, apply this knowledge to topics/issues within the discipline.
  
• Students have a broad understanding of the key domains of commerce.
  
• Students will develop key skills and attributes sought by employers which can be used in a range of applications.
  
• 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.
  
• Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.

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.

Prerequisites

Restrictions

Equivalent Courses

For further information see Management, Marketing and Tourism .