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MART462 Advanced Marketing Analysis

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The applications of quantitative and qualitative research methods to marketing problems, the advancement of marketing theory and the development of applied skills in research design and analysis.

The purpose of this paper is to provide an introduction to market analysis; a process that involves problem identification and formulation, research design, data collection, data analysis and interpretation and the reporting of results. MART 462 builds on and expands the breadth and depth of the material covered in introductory market analysis papers (e.g. MART 212). MART 462 focuses strongly on data analysis and interpretation and the reporting of results.

MART 462 is designed around a research project: you will learn about a number of analysis techniques and use this knowledge to specify a research problem/questions, design a questionnaire and collect appropriate data. You will then conduct the statistical analysis and present results in a meaningful way.

Paper title Advanced Marketing Analysis
Paper code MART462
Subject Marketing
EFTS 0.1667
Points 20 points
Teaching period Semester 2 (On campus)
Domestic Tuition Fees (NZD) $1,132.73
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

Dr Euejung Hwang
Dr Loic Li

Paper Structure
  • Cluster Analysis
  • Factor Analysis
  • Regression
  • Logistic Regression
  • Qualitative Research Techniques
Teaching Arrangements
One 2-hour lecture per week
Venue: Otago Business School (confirm room with department)
Computer labs as required

Required Textbook:
Hair, J.F. Jr., Black, W.C., Babin, B.J., and Anderson, R.E. (2010). Multivariate Data Analysis: A Global Perspective (Seventh ed.). Upper Saddle River, New Jersey: Pearson.

Recommended Textbook:
Coakes, S. J., Steed, L., and Ong, C. (2009). SPSS: analysis without anguish. Milton: Wiley

Or any other available SPSS guides

Course outline
View the course outline for MART 462
Graduate Attributes Emphasised
Lifelong learning, Scholarship, Communication, Critical thinking, Ethics, Information literacy, Research, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes

Students who successfully complete this paper will be able to

  • Assess the quality of typical marketing analysis reports
  • Identify and evaluate appropriate analysis techniques to address specific marketing problems
  • Analyse and interpret market intelligence
  • Generate and present a report on marketing analysis to a high professional standard

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Semester 2

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
L1 Monday 11:00-12:50 28-34, 36-41