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. |
- Notes
- Normally available only to postgraduate and/or DipGrad students.
- Contact
- lisa.mcneill@otago.ac.nz
- More information link
- View more information about MART 460
- 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
- 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:
- Explain deductive and inductive approaches to research for marketing
- Design a research methodology for a range of marketing research issues
- Critically evaluate how research methods have been used to investigate marketing issues
