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MART212 Understanding Markets

An introduction to marketing research and data analysis and their role in solving problems encountered by businesses. The emphasis is placed on commissioning, assessing and interpreting quantitative and qualitative marketing research during a professional career.

Paper title Understanding Markets
Paper code MART212
Subject Marketing Management
EFTS 0.1500
Points 18 points
Teaching period First Semester
Domestic Tuition Fees (NZD) $829.65
International Tuition Fees (NZD) $3,993.30

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(BSNS 102 or BSNS 112) and MART 112
MART 307
Schedule C
Cathie Child,
Teaching staff
Dr Phil Gendall
Dr Damian Mather
Dr Mitra Etemaddar
Paper Structure
Topics include:
  • Introduction to understanding markets - market analysis and marketing research
  • Problem definition and research design (qualitative and quantitative), sampling
  • Secondary data sources - finding data, library use
  • Qualitative research (design)
  • Qualitative research (application and analysis)
  • Quantitative research design (descriptive/causal) measurement
  • Introduction to statistics - hypothesis testing
  • Questionnaire design and data preparation
  • Frequencies and cross-tabulation
  • Testing significant differences
  • Testing for association
  • Presenting data, understanding research reports and academic articles
Essentials of Marketing Research, Joseph E. Hair, Jr., Mary Wolfinbarger Celsi, David J. Ortinau and Robert P. Bush. (3rd Edition, 2013). McGraw-Hill: New York.
Course outline
View the course outline for MART 212
Graduate Attributes Emphasised
Communication, Critical thinking, Ethics, Information literacy, Research.
View more information about Otago's graduate attributes.
Learning Outcomes
  • Interpret existing data and draw meaningful conclusions
  • Translate marketing problems into feasible research questions
  • Discuss research principles and recognise biases and limitations of marketing data
  • Select appropriate qualitative and quantitative research methods and appropriately apply them to marketing research questions
  • Demonstrate competence with statistical packages, be able to enter data, conduct various statistical analyses and interpret their outputs

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First Semester

Teaching method
This paper is taught On Campus
Learning management system

Computer Lab

Stream Days Times Weeks
Attend one stream from
A1 Wednesday 09:00-09:50 11, 13, 21
A2 Wednesday 11:00-11:50 11, 13, 21
A3 Wednesday 13:00-13:50 11, 13, 21
A4 Wednesday 15:00-15:50 11, 13, 21
A5 Thursday 09:00-09:50 11, 13, 21
A6 Thursday 10:00-10:50 11, 13, 21
A7 Thursday 11:00-11:50 11, 13, 21
A8 Thursday 14:00-14:50 11, 13, 21


Stream Days Times Weeks
L1 Monday 15:00-15:50 9-13, 15-22
Tuesday 09:00-09:50 9-13, 15-22