Marketing Research

Curriculum Guideline

Effective Date:
Course Code
MARK 4441
Marketing Research
Commerce & Business Administration
Start Date
End Term
Semester Length
15 Weeks
Max Class Size
Contact Hours

Lecture: 3 Hours/week
Seminar: 1 Hour/week 

Method(s) Of Instruction
Learning Activities

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

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
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
Means of Assessment
Class participation  5-10%
Project(s)  35-45%
Midterm  20-25%
Assignments    20-30%
Total 100%


  1. 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.
  2. No single assessment can exceed 40%.
  3. Students must complete all projects, assignments and write all examinations in order to be eligible for a passing grade in the course.
  4. 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.



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.


MARK 1120 and CSIS 1190 and (CMNS 1115 or any English UT course)

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

Which Prerequisite