MKTG202-21S1 (C) Semester One 2021

Marketing Research

15 points

Details:
Start Date: Monday, 22 February 2021
End Date: Sunday, 27 June 2021
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 7 March 2021
  • Without academic penalty (including no fee refund): Friday, 14 May 2021

Description

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.

Relationship to Other Courses:
This course is a prerequisite for all Stage Three marketing courses and any advanced study in marketing.

Workload
The estimated workload breakdown for MKTG202S1 is:
Lectures 24
Tutorials 10
Final Exam 2
Assignments 54
Exam Preparation 36
Lecture Preparation 24
Total 150 hours

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.

Pre-requisites

(1) MKTG100; and (2) STAT101; and (3) A further 30 points

Restrictions

MGMT212

Equivalent Courses

MGMT212

Timetable 2021

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Tuesday 13:00 - 15:00 A2 Lecture Theatre
22 Feb - 4 Apr
26 Apr - 6 Jun
Lecture B
Activity Day Time Location Weeks
01 Wednesday 14:00 - 15:00 A2 Lecture Theatre
31 May - 6 Jun
Computer Lab A
Activity Day Time Location Weeks
01 Friday 09:00 - 10:00 Jack Erskine 445 (5/3-26/3, 30/4-7/5)
Rehua 008 Computer Lab (14/5-28/5)
1 Mar - 28 Mar
26 Apr - 30 May
02 Friday 14:00 - 15:00 Rehua 328 Visual Arts (5/3-26/3, 30/4-7/5)
Ernest Rutherford 464 Computer Lab (14/5-28/5)
1 Mar - 28 Mar
26 Apr - 30 May
03 Friday 12:00 - 13:00 Jack Erskine 445 (5/3-26/3, 30/4-7/5)
Ernest Rutherford 464 Computer Lab (14/5-28/5)
1 Mar - 28 Mar
26 Apr - 30 May
04 Wednesday 15:00 - 16:00 John Britten 117 HP Seminar Room (3/3-17/3)
Rehua 529 (24/3-31/3, 28/4-5/5)
Ernest Rutherford 464 Computer Lab (12/5-26/5)
1 Mar - 4 Apr
26 Apr - 30 May
05 Thursday 10:00 - 11:00 Jack Erskine 445 (4/3-1/4, 29/4-6/5)
Jack Erskine 248 Computer Lab (13/5-27/5)
1 Mar - 4 Apr
26 Apr - 30 May
06 Thursday 11:00 - 12:00 A7 (4/3-1/4, 29/4-6/5)
Jack Erskine 248 Computer Lab (13/5-27/5)
1 Mar - 4 Apr
26 Apr - 30 May
07 Wednesday 14:00 - 15:00 A7 (3/3-31/3, 28/4-5/5)
Rehua 008 Computer Lab (12/5-26/5)
1 Mar - 4 Apr
26 Apr - 30 May

Timetable Note

Lectures for MKTG202-21S1 are recorded using the ECHO360 lecture recording system.

Course Coordinator / Lecturer

Chris Chen

Lecturers

Paul Ballantine and Mesbahuddin Chowdhury

Assessment

Assessment Due Date Percentage  Description
Group Research Design 04 May 2021 25% Group Research Design
Statistical Analysis 08 Jun 2021 25% Statistical Analysis
Final Examination 50% Final Examination


Late Assignments
My preference is for assignments to be handed in by the due date and time. In the consulting world, delays in delivering reports are bad for your business credibility. However, stuff happens. There is no need to ask for an extension if your assignment is late. When you submit your assignment, provide a statement outlining your reasons for your late assignment, with supporting documentation if appropriate (e.g. medical certificate). All late submissions will be accepted, but may incur a penalty (5% per day). Any penalties imposed will be at the discretion of the course coordinator and will be based on the reason given and the lateness of the submission.

Online Resources
Lecture notes, assignment details, announcements relating to the course, and marks for assessment items will be available via the UC Learn site.

Check the MKTG202 Learn site regularly for notices and updates.

The course coordinator may choose not to respond to emails asking questions that can be easily answered by consulting this course outline or the Learn site.

Grading:
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.

Textbooks / Resources

Required Texts

Malhotra, Naresh K; Marketing research : an applied orientation; 6th ed; Prentice Hall, 2010.

Recommended Reading

Babin, Barry J. , Zikmund, William G; Exploring marketing research; Eleventh edition; Cengage Learning, 2016.

Pallant, Julie; SPSS survival manual : a step by step guide to data analysis using IBM SPSS; 7th edition; Allen & Unwin, 2020.

Notes

Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
A summary of Departmental academic policies on course grading, special considerations, etc. is available under: https://www.canterbury.ac.nz/business/departments/. The Department assumes that you have read this document.

You should also read the following:
• UC Business School Student Handbook on the UC Business School Students Learn page https://learn.canterbury.ac.nz/course/view.php?id=7744
General Course and Examination Regulations http://www.canterbury.ac.nz/regulations/general/general_regs_enrolment_courses.shtml

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.

Citations and referencing

Indicative Fees

Domestic fee $831.00

International fee $3,875.00

* 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 Entrepreneurship.

All MKTG202 Occurrences

  • MKTG202-21S1 (C) Semester One 2021