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
- 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
- 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.