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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.
Relationship to Other Courses:This course is a prerequisite for all Stage Three marketing courses and any advanced study in marketing.WorkloadThe estimated workload breakdown for MKTG202S1 is: Lectures 24Tutorials 10Final Exam 2Assignments 54Exam Preparation 36Lecture Preparation 24Total 150 hours
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, andProvide participants with an understanding of qualitative and quantitative research methods and their application to marketing research.Graduate AttributesThis course will provide students with an opportunity to develop the Graduate Attributes specified below: Critically competent in a core academic discipline of their awardEmployable, innovative and enterprisingBiculturally competent and confidentEngaged with communityGlobally awareLearning Objectives, BComStudents 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.
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.
Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.
(1) MKTG100; and (2) STAT101; and (3) A further 30 points
Students must attend one activity from each section.
Lectures for MKTG202-21S1 are recorded using the ECHO360 lecture recording system.
Late AssignmentsMy 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 ResourcesLecture 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.
Malhotra, Naresh K;
Marketing research : an applied orientation
Prentice Hall, 2010.
Babin, Barry J. , Zikmund, William G;
Exploring marketing research
Cengage Learning, 2016.
SPSS survival manual : a step by step guide to data analysis using IBM SPSS
Allen & Unwin, 2020.
Coversheets - Group and Individual
Class RepresentativeA 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 PoliciesA 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.shtmlDishonest 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.Citations and referencing
Domestic fee $845.00
International fee $3,975.00
* 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