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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 marketing. This paper providesan overview of the research process, and examines the different types ofresearch philosophies used to help develop theory. An in-depth examination ofqualitative and quantitative research techniques is provided to assist studentswhen designing their own research study.This course is a core requirement for the MCom in Marketing and the BCom (Hons) inMarketing. It is also the prerequisite for MKTG680 (Marketing Dissertation) or MKTG695(Marketing Thesis).
By the end of this course students should be able to:1) Demonstrate an understanding of competing research philosophies andparadigms.2) Be able to develop a literature driven research question.3) Demonstrate an understanding of qualitative and quantitative researchmethodologies.4) Demonstrate an understanding of qualitative and quantitative dataanalysis techniques.5) Be able to interpret the results of data analysis.6) Be able to critically assess research articles and reports that usequalitative and quantitative methods.7) Be able to write a research proposal for a defined audience.
Subject to approval of the Head of Department.
Kevin Voges
Michael Hall and Ekant Veer
One-page Initial Research Proposal 10%This one-page research project proposal will be used to assign your supervisor(s) for the research project or thesis. The supervisor(s) will then be able to help with the development of your detailed proposal during Term 2. The full proposal (oral and written presentations) 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 30%The literature review can either be on one of the topics provided (see details online) or, withapproval, 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 assignmentand what you hand in for the research proposal, as the proposal will need to be significantlymore focussed on the problem you are tackling.The word limit is between 4,000 and 7,000 words, including references (remember that thereferences list will make up a significant proportion of the word count).Further discussion on undertaking literature reviews will be covered in class in Week 2. Asubstantial body of readings is also available via LEARN.Research Proposal Presentation 20%The research proposal presentation will be based on your written proposal. It should focus onthe research problem, give a brief overview of the relevant literature, outline your proposedmethodology, and speculate on the academic and practical contributions of the research.Presentation length will depend on numbers in the class and will be finalised later, but shouldbe between twenty and thirty minutes, including time for questions. The proposal will bepresented to the whole class, the course lecturers, and your project supervisor(s) and otheracademic staff depending on their availability. Feedback will be provided that you can thenincorporate into your written proposal, due one week later.Research Proposal 40%Your proposal will outline the details of your research project or thesis. It should be no more than 20 pages long, use 1.5- or double-spacing, and follow the APA style for citations and references. Potential headings to be used in the research proposal could include (but are not limited to) abstract, introduction (including aims and objectives), literature review, methodology, 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 classand via Learn).
Readings are available on the course LEARN site.
MKTG620S1 Course Outline LEARN
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 $1,693.00
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 .