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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|
|Teaching period||Semester 2 (On campus)|
|Domestic Tuition Fees (NZD)||$1,113.72|
|International Tuition Fees (NZD)||$5,177.04|
- Normally available only to postgraduate and/or DipGrad students.
- More information link
- View more information about MART 462
- Teaching staff
- Paper Structure
- Cluster Analysis
- Factor Analysis
- 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.
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