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This occurrence is not offered in 2011
An advanced examination of marketing research topics, including both qualitative and quantitative methods. A practical project will provide experience in the application of the material learnt. Given the advanced nature of the material covered in this course, it is recommended that students have B+ or better in MKTG202 and MKTG280. This course is also essential for students contemplating postgraduate study in Marketing.
This is a Stage Three course in the Department of Management. It follows on from MKTG 202 (Marketing Research) which is a required prerequisite.This course aims to provide students with an overall framework to structure the discipline of marketing research. It builds upon the fundamental concepts and steps of marketing research learned in Stage Two and will illustrate the need for managers and researchers to appreciate all aspects of marketing research and how they interrelate. Knowledge of these topics will enable students to carry out research and evaluation during their professional careers and will furnish them with the ability to interpret information found in professional journals, as well as internally and externally generated research reports. It is assumed that students enrolling in this course already have a basic understanding of marketing terminology and concepts, basic marketing research, and basic statistics.This course is divided into two components. During the first half of the year, marketing research concepts will be introduced via lectures and assigned readings. It is important to attend the lectures and do the exercises as they are given, as the topics build on one another as the course progresses. Students will also start on their research project by developing their research proposal.During the second half of the year, students are responsible for a marketing research project that provides a practical application of the skills they have learned during the first half of the year. The project involves a qualitative study (i.e., a focus group) and an empirical study (i.e., survey) developed by pairs of students. You are to pick your topic, conduct the focus groups, create your questionnaire, collect your data from a minimum of 200 subjects (per project), analyse your data, and write up your results. Sample projects are available on request. The project is discussed in greater detail below. This, and possible topics will be discussed during the first lecture.This course will require a substantial commitment on the part of the student. Students should expect to spend approximately 10 hours per week on the course in addition to class time throughout the year.
At the end of this course, you should be able to: (1) evaluate and utilise market research performed by others, and (2) conduct market research.
(1) MKTG201 or MGMT210; (2) MKTG202 or MGMT212; (3) MKTG204 or MGMT204; (4) MKTG280 or MSCI210 or equivalent.
MGMT312
Paul Ballantine
Research Project Proposal (10%)The proposal should be between 5 and 8 pages long. Consult the textbook for guidelines in writing this document. Sample proposals are also available from previous classes. The proposal should contain:a. Tentative project titleb. Statement of the marketing problemc. Purpose and limitations of the projectd. Data sources and research methodologye. Estimate of time and personnel requirementsf. Cost estimatesFocus Group Study and Report (15%)Each individual in the class will serve as a moderator for one focus group. Each focus group will be video taped and audio taped. The University will supply video cameras (in most circumstances), however, each group must provide their own video tapes. Students will be required to write a focus group proposal incorporating a moderator guide, and a final focus group report. Each group is also responsible for recruiting subjects – focus groups typically have between 8 to 12 participants. Because it can be difficult to recruit subjects, it is highly recommended that each group consider how hard it will be to recruit focus group participants when making decisions about their project topics.Questionnaire (5%)Each group is required to submit a final copy of their questionnaire. In addition, students must provide a written summary of how the questionnaire will help meet their research objectives, and how the questionnaire data will be analysed. Research Project Report (25%)Students will be responsible for analysing the data they have collected and presenting their findings in a report that demonstrates an understanding of the material covered during the year. Samples from previous classes are available.Research Project Presentation (5%)Each group is required to give a 15 to 20 minute oral presentation of their research. A 5 to 10 minute question and answer period will follow the presentation. Groups will be severely penalised for using more than their allocated time. You will also be required to attend two other presentations (in addition to your own).Failure to Complete All AssessmentIf any piece of assessment for the project is not turned in, the project is not considered complete. If a project proposal, focus group report, or final written report is not turned in, you will receive a 0 for that portion of the assessment. In addition, it is at the discretion of the course coordinator to impose a further penalty – he may reduce your overall mark by up to, but not exceeding, one letter grade.Notes on GradingGroup based work contributes 60% toward your course grade. Peer evaluation of individuals’ contributions may be assessed. Normally, minor differences between individuals will not affect the mark. That is, it is expected that both team members will receive the same mark for each component of the project. However, it is possible that major deviations from expectations could occur which could result in different team members receiving different marks.
Malhotra, Naresh K; Marketing research : an applied orientation ; 6th ed; Prentice Hall, 2010.
Marketing Research ProjectNecessary Skills: High quality marketing research requires a number of individual traits and abilities. First and foremost, you must be meticulous and diligent. The projects will be extremely time consuming – there is a great deal of planning and organisation necessary to do good work. This portion of the course is also writing intensive. Consequently, each group should meet with an advisor from the Learning Skills Centre. They will examine the project proposals and meet with each group individually to discuss grammar, writing style, and writing techniques. It is also important that you have excellent quantitative skills and the ability to speak in public (i.e., give presentations).Class Meetings: Some of the class time will be devoted to lectures, but a substantial portion of our meetings will involve interactive “workshops”. The focus of this part of the course is the project.Computer Labs: Students may be required to attend computer lab sessions scheduled outside regular class hours. When possible, computer labs will be scheduled during normal class time.Working in Pairs: The nature of the projects and the volume of work required for this portion of the course means that it is strongly recommended that you work in pairs. You may, however, choose to work alone. If you do work with someone else, you need only hand in one version of each form of assessment.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 $1,260.00
International fee $5,550.00
* 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 .