Red X iconGreen tick iconYellow tick icon


    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.

    About this paper

    Paper title Understanding Markets
    Subject Marketing
    EFTS 0.15
    Points 18 points
    Teaching period Semester 1 (On campus)
    Domestic Tuition Fees ( NZD ) $937.50
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    (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 the 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 the SAS statistical package, be able to enter data, conduct various statistical analyses and interpret their outputs.


    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, 18-19
    A2 Wednesday 11:00-11:50 10-11, 18-19
    A3 Wednesday 12:00-12:50 10-11, 18-19
    A4 Wednesday 13:00-13:50 10-11, 18-19
    A5 Wednesday 15:00-15:50 10-11, 18-19
    A6 Thursday 09:00-09:50 10-11, 18-19
    A7 Thursday 10:00-10:50 10-11, 18-19
    A8 Thursday 11:00-11:50 10-11, 18-19
    A9 Thursday 14:00-14:50 10-11, 18-19


    Stream Days Times Weeks
    L1 Monday 15:00-15:50 9-13, 15-22
    Tuesday 09:00-09:50 9-13, 15-22
    Back to top