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MART460 Research Methods

Qualitative and quantitative research methods are critiqued with regard to their application in solving marketing problems.

This paper asks the question, 'Why do we undertake research?' and considers the different forms of research that are applicable to marketing. The paper picks up on some of the more practical elements of data collection methods you may have learnt in an undergraduate programme and links these to different research philosophies. You will be asked to consider your own views on research and develop a proposal for a research project linked to your particular interests in marketing. Overall, the paper will prepare you to undertake a research project of your own, such as an honours dissertation, a master's or a PhD.

Paper title Research Methods
Paper code MART460
Subject Marketing
EFTS 0.1667
Points 20 points
Teaching period Semester 1 (On campus)
Domestic Tuition Fees (NZD) $1,163.90
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Normally available only to postgraduate and/or DipGrad students.
Teaching staff
Associate Professor Lisa McNeill
Paper Structure
The paper covers the following themes:
  • Literature reviewing
  • Qualitative Research Methodologies
  • Quantitative Research Methodologies
Teaching Arrangements
One 2-hour lecture each week for 13 weeks.
Venue: Otago Business School (confirm room with department)
Textbooks are not required for this paper.
Course outline
View the course outline for MART 460
Graduate Attributes Emphasised
Scholarship, Communication, Critical thinking, Ethics, Information literacy, Research.
View more information about Otago's graduate attributes.
Learning Outcomes

Students who successfully complete this paper should be able to:

  1. Explain deductive and inductive approaches to research for marketing
  2. Design a research methodology for a range of marketing research issues
  3. Critically evaluate how research methods have been used to investigate marketing issues

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Semester 1

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
L1 Monday 13:00-14:50 9-14, 16-22