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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
EFTS 0.15
Points 18 points
Teaching period Semester 1 (On campus)
Domestic Tuition Fees (NZD) $912.00
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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(BSNS 102 or BSNS 112) and MART 112
MART 307
Schedule C
Cathie Child,
Teaching staff

Dr Leah Watkins
Dr Damien Mather

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

Students taking this course will be required to purchase the standalone digital access to Mindtap for Babin/Zikmund’s Marketing Research, 5th. edition. There will be a special link in Blackboard for this course that ensures you get the correct e-book text access, and access will be instant, so students can simply wait until they are enrolled in blackboard and then click on the link to purchase and get instant access.

The ISBN numbers for this text is:

ISBN-10:0170448614 or ISBN-13:9780170448611

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

Students who successfully complete this paper will:

  • 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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Semester 1

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 10-11, 13, 18, 20
A2 Wednesday 11:00-11:50 10-11, 13, 18, 20
A3 Wednesday 12:00-12:50 10-11, 13, 18, 20
A4 Wednesday 13:00-13:50 10-11, 13, 18, 20
A5 Wednesday 15:00-15:50 10-11, 13, 18, 20
A6 Thursday 09:00-09:50 10-11, 13, 18, 20
A7 Thursday 10:00-10:50 10-11, 13, 18, 20
A8 Thursday 11:00-11:50 10-11, 13, 18, 20
A9 Thursday 14:00-14:50 10-11, 13, 18, 20


Stream Days Times Weeks
L1 Monday 15:00-15:50 9-14, 16-22
Tuesday 09:00-09:50 9-14, 16, 18-22