Red X iconGreen tick iconYellow tick icon

    Overview

    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 ) $993.75
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    Prerequisite
    (BSNS 102 or BSNS 112) and MART 112
    Restriction
    MART 307
    Schedule C
    Commerce
    Contact
    Cathie Child, cathie.child@otago.ac.nz
    Teaching staff

    Associate Professor Leah Watkins

    Dr Damien Mather

    Dr Mathew Parackal

     

    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.
    Textbooks

    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 are:

    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.

    Timetable

    Semester 1

    Location
    Dunedin
    Teaching method
    This paper is taught On Campus
    Learning management system
    Blackboard

    Lecture

    Stream Days Times Weeks
    Attend
    A1 Monday 14:00-14:50 9-16, 18-22
    Thursday 13:00-13:50 9-16, 18-22

    Tutorial

    Stream Days Times Weeks
    Attend one stream from
    A1 Thursday 15:00-15:50 10-11, 18-19
    A2 Friday 10:00-10:50 10-11, 18-19
    A3 Friday 09:00-09:50 10-11, 18-19
    A4 Thursday 16:00-16:50 10-11, 18-19
    A5 Friday 11:00-11:50 10-11, 18-19
    A6 Friday 14:00-14:50 10-11, 18-19
    A7 Friday 12:00-12:50 10-11, 18-19
    A8 Friday 16:00-16:50 10-11, 18-19
    A9 Friday 15:00-15:50 10-11, 18-19
    A10 Friday 13:00-13:50 10-11, 18-19
    Back to top