Lecture: 3 Hours/week
Seminar: 1 Hour/week
This course consists of a mixture of lecture and seminar, and practical application of techniques is done through exercises and project work.
- The role of marketing research
- The marketing research process
- Organizational and ethical issues
- Problem definition and the research proposal
- Exploratory research and qualitative analysis
- Secondary data
- On-line research
- Research designs for collecting primary data
- Measurement concepts
- Sampling and fieldwork
- Data analysis
- Reporting & communicating research results
At the end of the course, the successful student should be able to:
- explain the role of marketing research, and the process involved in integrating it into marketing strategy
- develop problem or opportunity formulation skills
- develop a market research plan and the tactics to implement it
- identify the objectives and methods of marketing research
- design the main types of survey research
- use a set of computerized statistical techniques for analyzing data
- interpret and analyze research
- explain the results of research analysis in business terms
- Students must achieve a minimum average grade of 50% on all non-group evaluations to pass the course, with the 50% calculated on a weighted average basis.
- No single assessment can exceed 40%.
- Students must complete all projects, assignments and write all examinations in order to be eligible for a passing grade in the course.
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
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.
OR MARK 1120 AND currently active in one of the following:
Post-Degree Diploma in Marketing or
Post-Degree Diploma in Sales or
Post-Degree Diploma in International Business Management or
Post-Baccalaureate Diploma in International Supply Chain Management or
Post-Degree Diploma in Hospitality Marketing
Courses listed here must be completed either prior to or simultaneously with this course:
- No corequisite courses
Courses listed here are equivalent to this course and cannot be taken for further credit:
- No equivalency courses