MKTG620-13S1 (C) Semester One 2013

Research Methods for Marketing

30 points

Details:
Start Date: Monday, 18 February 2013
End Date: Sunday, 23 June 2013
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 3 March 2013
  • Without academic penalty (including no fee refund): Sunday, 19 May 2013

Description

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 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.

This course is a core requirement for the BCom (Hons) in Marketing. It is also
the prerequisite for MKTG680 (Marketing Dissertation).

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.

Prerequisites

Subject to approval of the Head of Department.

Course Coordinator / Lecturer

Kevin Voges

Lecturer

Michael Hall

Assessment

Assessment Due Date Percentage  Description
Research Proposal 21 Mar 2013 5% One-page Initial Research Proposal
Literature Review 02 May 2013 30% Literature Review
Data Analysis Activities 15% Data Analysis Activities
Research Proposal Presentation 30 May 2013 20% Research Proposal Presentation
Research Proposal 07 Jun 2013 30% Research Proposal


One-page Initial Research Proposal 21 March 5%
This one-page research project proposal will be used to assign your supervisor(s) for the
MKTG680 project for the second half of Semester One and for Semester Two. 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 02 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
references 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. A
substantial body of readings is also available via LEARN.

Data Analysis Activities 09 to 23 May 15%
During the computer labs in Weeks 9, 10 and 11, a number of simple exercises will be
undertaken relating to correctly interpreting and reporting data analysis results. Each week
will be worth 5%. More details will be provided during the course.

Research Proposal Presentation 30 May 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 will depend on numbers in the class and will be finalised later, but should
be between twenty and thirty minutes, including time for questions. The proposal will be
presented to the whole class, the course lecturers, and 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 07 June 30%
Your proposal will outline the details of your MKTG 680 research project to be completed in
Semester Two. 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 class
and via Learn).

Textbooks / Resources

Readings are available on the course LEARN site.

Notes

Departmental Academic Policies The Department assumes that you have read this document.

You should also read the General Course and Examination Regulations

Dishonest Practice
The 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.

Indicative Fees

Domestic fee $1,628.00

* 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

  • MKTG620-13S1 (C) Semester One 2013
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