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MART462 Advanced Marketing Analysis

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.

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Normally available only to postgraduate and/or DipGrad students.

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

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

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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