Important Notice

This course is not active. Please contact Department Chair for more information.

Marketing Research

Commerce & Business Administration
Course Code
MARK 3441
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
Method Of Instruction
Typically Offered
To be determined


Course Description
This course provides a detailed study of the objectives, principles and methods of marketing research, which is covered from the perspective of the user as well as the practitioner of the research. This course takes a managerial focus, and emphasizes market intelligence, providing quality information upon which managers can act and make informed decisions. Computer-based applications of mathematical and statistical techniques are used.
Course Content
  1. The role of marketing research.
  2. The marketing research process.
  3. Organizational and ethical issues.
  4. Problem definition and the research proposal.
  5. Exploratory research and qualitative analysis.
  6. Secondary data.
  7. On-line research
  8. Research designs for collecting primary data.
  9. Measurement concepts.
  10. Sampling and fieldwork.
  11. Data analysis.
  12. Reporting & communicating research results.
Methods Of Instruction

This course consists of a mixture of lecture and seminar, and practical application of techniques is done through exercises and project work.

Means of Assessment
Class particpation  10%
Assignments (4) and Project  40%
Term test  25%
Term Project and Presentation         25%
Total 100%


Learning Outcomes

At the end of the course, the successful student should be able to:

  1. explain the role of marketing research, and the process involved in integrating it into marketing strategy;
  2. develop problem or opportunity formulation skills;
  3. develop a market research plan and the tactics to implement it;
  4. identify the objectives and methods of marketing research;
  5. design the main types of survey research;
  6. use a set of computerized statistical techniques for analyzing data.
  7. interpret and analyze research;
  8. explain the results of research analysis in business terms.
Textbook Materials

Textbooks and Materials to be Purchased by Students

Zikmund, William G., Bodur, H. Onur    Effective Marketing Research in Canada, Latest Canadian Ed.  Thomson Nelson (Thomson Canada Limited) or equivalent.


Leonard, Thomas L.  Study Guide: Experiencing Marketing Research - A Student Project Manual, Latest Ed.  Fort Worth, Texas: The Dryden Press or equivalent.


Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

Course Transfers

Institution Transfer Details Effective Dates
Capilano University (CAPU) CAPU BMKT 360 (3) 2004/09/01 to 2016/12/31
Kwantlen Polytechnic University (KPU) KPU MRKT 2340 (3) 2004/09/01 to 2016/12/31
Langara College (LANG) LANG MARK 2327 (3) 2004/09/01 to 2006/12/31
Simon Fraser University (SFU) SFU BUS 1XX (3) 2004/09/01 to 2016/12/31
Thompson Rivers University (TRU) TRU BBUS 3480 (3) 2011/09/01 to 2016/12/31
University of British Columbia - Vancouver (UBCV) UBCV COMM 2nd (3) 2004/09/01 to 2016/12/31
University of the Fraser Valley (UFV) UFV BUS 1XX (3) 2004/09/01 to 2007/08/31
University of the Fraser Valley (UFV) UFV BUS 320 (3) 2007/09/01 to 2016/12/31

Course Offerings

Fall 2021

There aren't any scheduled upcoming offerings for this course.