Understanding Markets

University of Otago

Course Description

  • Course Name

    Understanding Markets

  • Host University

    University of Otago

  • Location

    Dunedin, New Zealand

  • Area of Study

    Marketing

  • Language Level

    Taught In English

  • Prerequisites

    BSNS 102, BSNS 103, MART 112

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

    18
  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • 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.

    Course 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

    Learning Outcomes
    -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 statistical packages, be able to enter data, conduct various statistical analyses and interpret their outputs

    Textbooks
    Essentials of Marketing Research, Joseph E. Hair, Jr., Mary Wolfinbarger Celsi, David J. Ortinau and Robert P. Bush. (3rd Edition, 2013). McGraw-Hill: New York.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.