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An introduction to marketing research and its applications, with an emphasis on research as an aid to management decision-making. Students in this course will be provided with a background in research methods, issues related to conducting marketing research, data analysis, and methods of evaluation related to marketing.
The emphasis in this course is on marketing research as an aid to management decision-making. Accordingly, it primarily is intended for prospective users of research results, rather than for specialists in research. However, the latter group, if intending to continue on to Advanced Marketing Research (MGMT312), will benefit through a better understanding of the needs of clients and the range of possible applications.The specific objectives are to:1. Develop the participant’s problem analysis skills, and their ability to translate a management problem into a feasible research question;2. Provide participants with a working knowledge of the concepts and methods of marketing research;3. Increase sensitivity to the biases and limitations of marketing data;4. Develop participants' ability in, and understanding of questionnaire design and sampling theory;5. Provide participants with an understanding of attitude measurement and its application to marketing research; and6. Provide participants with an understanding of qualitative and quantitative research methods and their application to marketing research.
(1) MKTG100 or MGMT102; (2) ECON104 or ECON106; (3) MSCI110 or STAT101 or STAT111 or STAT112 or STAT131; (4) 15 points 100-level MGMT or MSCI courses.
MGMT212
Computer tutorials will be held in Weeks 9, 10 and 11. Details regarding these tutorials will be provided in Week Three.Each tutorial stream will have limited numbers, and enrolment is on a first come first served basis. Students can enrol into tutorial streams using LEARN.
Paul Ballantine
Students will be assessed in this course as follows:1. Assignments (60%)There are 3 assignments to be completed. Each assignment is worth 20% of your final grade (60% total). Assignments must be handed in at the start of class on the due date. No late assignments will be accepted under any circumstances. Details of each assignment will be advised closer to the time.2. Final Exam (40%)The final exam will be 2 hours long (closed book). The exam will require students to demonstrate their knowledge of the concepts discussed throughout the course. Exam details to be advised.Marks for assessment work may be scaled before a final grade is determined. You should not regard a raw score of 50% as a pass mark.
Malhotra, Naresh K; Marketing research : an applied orientation ; 6th ed; Prentice Hall, 2010.
Coakes, Sheridan J. , Steed, Lyndall G., Ong, Clara; SPSS : analysis without anguish : version 16.0 for Windows ; John Wiley & Sons Australia, 2009.
Relationship to Other Courses:This course is a prerequisite for all Stage Three marketing courses and any advanced study in marketing.Grading: The marks for assessment work may be scaled before a final grade is determined. You should not regard a raw score of 50% as a pass mark.Departmental Academic Policies If you require 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 32 of the Enrolment Handbook 2011 (also in UC Calendar under “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.Coversheets - Group and Individual
Domestic fee $630.00
International fee $2,775.00
* 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 .