MKTG 703 : Research Methods in Marketing 1

Business and Economics

2020 Semester One (1203) (15 POINTS)

Course Prescription

A core course for all postgraduate students. An overview of the research process, and examination of different types of research philosophies used in the discovery of theory. An introduction to both qualitative and quantitative research techniques is provided to assist students to think critically when designing a research study.

Course Overview

This course introduces the philosophies of research, methodologies and some common qualitative and quantitative methods used in marketing research.  This course prepares students to plan their own independent research by developing their abilities to critically review articles and to craft appropriate qualitative and quantitative research proposals .

Course Requirements

Restriction: BUSINESS 704, 705, INFOSYS 750, 751, PROPERTY 701

Capabilities Developed in this Course

Capability 1: Disciplinary Knowledge and Practice
Capability 2: Critical Thinking
Capability 3: Solution Seeking
Capability 4: Communication and Engagement
Capability 5: Independence and Integrity

Learning Outcomes

By the end of this course, students will be able to:
  1. Differentiate between the philosophies that underlie qualitative and quantitative research approaches (Capability 1 and 2)
  2. Critically evaluate the methodology utilised in published research (Capability 2 and 5.1)
  3. Competently design an ethically-informed research proposal (Capability 3 and 5.2)
  4. Work effectively with diverse colleagues to devise and communicate research solutions (Capability 3 and 4.3)
  5. Develop written and verbal communication skills (Capability 4.1 and 4.2)
  6. Apply advanced quantitative analytical skills (Capability 1, 2 and 3)

Assessments

Assessment Type Percentage Classification
Article Critique 20% Individual Coursework
Qualitative Proposal 30% Group & Individual Coursework
Quantitative Proposal 30% Individual Coursework
Quantitative Analysis 20% Individual Coursework
Assessment Type Learning Outcome Addressed
1 2 3 4 5 6
Article Critique
Qualitative Proposal
Quantitative Proposal
Quantitative Analysis
Students require 50% overall to pass this course. 

Workload Expectations

This course is a standard 15 point course and students are expected to spend 10 hours per week involved in each 15 point course that they are enrolled in.

For this course, you can expect 36 hours of lectures, 48 hours of reading and thinking about the content and 66 hours of work on assignments and/or test preparation. Some seminar sessions will involve hands-on work in computer labs.

Learning Resources

There is no required textbooks for this course. However, we recommend students consult:
1. Belk, Russell, Eileen Fischer, and Robert V. Kozinets (2012), Qualitative Consumer and Marketing Research. Thousand Oaks: Sage.  (Weeks 1-6) &
2. Hair., Black, W.C., Babin, B.J. & Anderson, R.E. (2014). Multivariate Data Analysis Pearson New International Edition (7th ed). Upper Saddle River, N.J.: Pearson Education (ISBN: 9781292021904). (Weeks 7-12).

Required readings and other further optional readings (in the form of journal articles and book chapters) can be downloaded from the Talis reading list, which can be accessed from the course page on Canvas. Additional useful materials, such as assessment guidelines and exemplar assignments may be handed out in seminars and/or made available via Canvas. Students will also be expected to identify and find additional readings from the University library to complete their assignments. 

Digital Resources

Course materials are made available in a learning and collaboration tool called Canvas which also includes reading lists and lecture recordings (where available).

Please remember that the recording of any class on a personal device requires the permission of the instructor.

Academic Integrity

The University of Auckland will not tolerate cheating, or assisting others to cheat, and views cheating in coursework as a serious academic offence. The work that a student submits for grading must be the student's own work, reflecting their learning. Where work from other sources is used, it must be properly acknowledged and referenced. This requirement also applies to sources on the internet. A student's assessed work may be reviewed against online source material using computerised detection mechanisms.

Inclusive Learning

All students are asked to discuss any impairment related requirements privately, face to face and/or in written form with the course coordinator, lecturer or tutor.

Student Disability Services also provides support for students with a wide range of impairments, both visible and invisible, to succeed and excel at the University. For more information and contact details, please visit the Student Disability Services’ website at http://disability.auckland.ac.nz

Special Circumstances

If your ability to complete assessed coursework is affected by illness or other personal circumstances outside of your control, contact a member of teaching staff as soon as possible before the assessment is due.

If your personal circumstances significantly affect your performance, or preparation, for an exam or eligible written test, refer to the University’s aegrotat or compassionate consideration page: https://www.auckland.ac.nz/en/students/academic-information/exams-and-final-results/during-exams/aegrotat-and-compassionate-consideration.html.

This should be done as soon as possible and no later than seven days after the affected test or exam date.

Student Feedback

At the end of every semester students will be invited to give feedback on the course and teaching through a tool called SET or Qualtrics. The lecturers and course co-ordinators will consider all feedback and respond with summaries and actions.

Your feedback helps teachers to improve the course and its delivery for future students.

Class Representatives in each class can take feedback to the department and faculty staff-student consultative committees.

In 2019, the 2nd module was shared between 2 lecturers. Students reported the reduced time spent with each lecturer left them feeling that a lot of content that was covered too quickly. In 2020, we will  revert to having only one lecturer per six week, a format which has been previously very successful.

Student Charter and Responsibilities

The Student Charter assumes and acknowledges that students are active participants in the learning process and that they have responsibilities to the institution and the international community of scholars. The University expects that students will act at all times in a way that demonstrates respect for the rights of other students and staff so that the learning environment is both safe and productive. For further information visit Student Charter (https://www.auckland.ac.nz/en/students/forms-policies-and-guidelines/student-policies-and-guidelines/student-charter.html).

Disclaimer

Elements of this outline may be subject to change. The latest information about the course will be available for enrolled students in Canvas.

In this course you may be asked to submit your coursework assessments digitally. The University reserves the right to conduct scheduled tests and examinations for this course online or through the use of computers or other electronic devices. Where tests or examinations are conducted online remote invigilation arrangements may be used. The final decision on the completion mode for a test or examination, and remote invigilation arrangements where applicable, will be advised to students at least 10 days prior to the scheduled date of the assessment, or in the case of an examination when the examination timetable is published.

Published on 18/12/2019 10:36 a.m.