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The purpose of this course is to introduce students to advanced consumer behaviour and research, and for students to develop the ability to integrate the various theories and research findings presented.
The purpose of this course is to introduce students to the process of experimental research in advertising and consumer behaviour. To achieve this goal, students will be involved in the actual development of a research design and will be responsible for the development of a research instrument, collection of the data in the field and analysis of the results. The process of experimental research has its roots in the scientific method, where one or more factors are manipulated within a very controlled setting to eliminate extraneous influences. The course will cover some of the key components of the literature on experimental research. The knowledge gained in this area can act as a stepping-stone for your own future research endeavours. It is especially designed for those students who are interested in pursuing research agenda in future graduate and post-graduate endeavours. Therefore, the course will focus on multiple theoretical and methodological issues but also involve a significant "hands-on" component as well.
By the end of the course students should be able to:Demonstrate an understanding of the experimental research process;Constructively read and decipher research articles and papers in the field;Elaborate an experimental research design based on a predefined research problem;Develop a research instrument and stimulus material for the experiment;Collect and analyse the data;Write a journal-style article presenting the research.
Subject to approval of the Head of Department
MGMT423
David Fortin
Your grade is based on your involvement in class and the project's quality. Keep in mind the following points. First, thorough weekly preparations and participation are expected. Articles are recommended for reading every week. Each article will have been pre-assigned to student(s) responsible for leading a discussion on that article and providing a one-page abstract for distribution in class. Second, a short presentation of your term project is required during the last week of class.It is important that you do each week's readings in advance of that week's seminar meeting so that you can participate in an informed discussion in that meeting. The student(s) responsible for a given article, as the reviewer, is not expected to lead a formal discussion; rather, the entire group is responsible for discussion on any set of readings. A set of readings will be assigned for each week, and class discussion will focus on an in-depth analysis of the material. You should be fully prepared to discuss any assigned topic or individual paper. Class time will also be used to work on the main projects from the beginning. Given the ambitious objective of completing the research project from design to analysis within twelve weeks, I will work closely with groups and/or individuals on a weekly basis. We will use the projects as a learning mechanism for the whole class in the process.Term projectThe major assignment is the design and implementation of an experiment in consumer research. The research question can be of your own choice but must be pre-approved by the instructor first. You should have a kernel of a literature review on your topic or justification from existing literature that your research question is of academic interest. Perhaps a reading in a previous course may have stimulated your interest in further developing a given topic. In any case, you need to have your research question nailed down by week three to be able to proceed with the next steps in time. By the end of the first six weeks, you should have completed: your experimental design with hypotheses. In the second 6 weeks, you need to develop the research instrument with stimulus material, and the experimental procedure with perhaps some pre-test data confirming that manipulation checks are successful. Then, you actually need to collect the data, analyse the results and write-up the article. The style to be used is that of a journal article; please use AMA writing style as found in the Journal of Marketing (a style sheet can be found on AMA’s web site. You are encouraged to produce a two or three-page abstract of your paper for submission to a marketing conference or further develop it after the course for submission to a journal.
All readings consist of articles and/or chapter excerpts culled from scientific journals and other publications. A copy of the reading material for the course will be made available as we progress through the course via the course LEARN2 site.
MKTG603S2 Course Outline LEARN 2
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 $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 .