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    Qualitative and quantitative research methods are critiqued with regard to their application in solving marketing problems.

    This paper asks the question, 'Why do we undertake research?' and considers the different forms of research that are applicable to marketing. The paper picks up on some of the more practical elements of data collection methods you may have learnt in an undergraduate programme and links these to different research philosophies. You will be asked to consider your own views on research and develop a proposal for a research project linked to your particular interests in marketing. Overall, the paper will prepare you to undertake a research project of your own, such as an honours dissertation, a master's or a PhD.

    About this paper

    Paper title Research Methods
    Subject Marketing
    EFTS 0.1667
    Points 20 points
    Teaching period Semester 1 (On campus)
    Domestic Tuition Fees ( NZD ) $1,196.41
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    Normally available only to postgraduate and/or DipGrad students.
    Teaching staff
    Associate Professor Lisa McNeill
    Paper Structure
    The paper covers the following themes:
    • Literature reviewing
    • Qualitative Research Methodologies
    • Quantitative Research Methodologies
    Teaching Arrangements
    One 2-hour lecture each week for 13 weeks.
    Venue: Otago Business School (confirm room with department)
    Textbooks are not required for this paper.
    Course outline
    View the course outline for MART 460
    Graduate Attributes Emphasised
    Scholarship, Communication, Critical thinking, Ethics, Information literacy, Research.
    View more information about Otago's graduate attributes.
    Learning Outcomes

    Students who successfully complete this paper should be able to:

    1. Explain deductive and inductive approaches to research for marketing
    2. Design a research methodology for a range of marketing research issues
    3. Critically evaluate how research methods have been used to investigate marketing issues


    Semester 1

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    L1 Monday 13:00-14:50 9-13, 15-22
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