Marketing Research

Curriculum guideline

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Course
MARK 5441
Discontinued
No
Course code
MARK 5441
Descriptive
Marketing Research
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
201330
PLAR
No
Semester length
15 Weeks
Max class size
30
Contact hours
Lecture: 2 Hours Seminar: 2 Hours Total: 4 Hours
Learning activities

This course consists of a mixture of lecture and seminar, and practical application of techniques is done through exercises and industry related project work.  Team activities are an integral part of the course.

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                                          10%

Assignments (4) and Project                            40%

Term test                                                      25%

Term Project and Presentation                         25%

                                                                  100%

 

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.

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.

Prerequisites

MARK 5120

Which prerequisite

MARK 5483