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.
This paper deals with the applications of both quantitative and qualitative research methods to marketing problems. It will develop applied skills in research design and analysis. The purpose of this course is to provide an introduction to market analysis; a process that involves problem identification and formulation, research design, data analysis and interpretation and the reporting of results.
| 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) | $1,163.90 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Notes
- Normally available only to postgraduate and/or DipGrad students.
- Contact
- More information link
- Teaching staff
Associate Professor Lisa McNeill
Associate Professor Sergio Biggemann
Dr John Williams- 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 - Textbooks
Required Text Book:
- Hair, B. J. F., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis, 8th, Cengage Learning, EMEA Cheriton House, North Way Andover, Hampshire, SP10 5BE United Kingdom Cengage. (Any addition from edition 5 will be suitable.
Recommended Text Books:
- Hair, J. F., Ortinau, D. J., & Harrison, D. E. (2010). Essentials of marketing research (Vol. 2). New York, NY: McGraw-Hill/Irwin.
- Sallis, J. E., Gripsrud, G., Olsson, U. H., & Silkoset, R. (2021). Research Methods and Data Analysis for Business Decisions: A Primer Using SPSS. Springer International Publishing.
- 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:
- identify appropriate analysis techniques that help you with a specific marketing problem
- analyse and interpret market intelligence
- communicate statistical results in a managerially useful way
- examine a research problem area and then critique, compare and contrast the inferences and outcomes following from alternative analysis approaches, state the strengths and limitations, important requirements, assumptions, key indicators (and their typical critical levels) of each technique
- understand and explain how different combinations of two or more constructs explain marketing phenomena; be able to apply common frameworks for analysis to data sets in a reliable and sound fashion
