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International Marketing Research

Course Code: MARK 3315
Faculty: Commerce & Business Administration
Department: Marketing
Credits: 3.0
Semester: 15 Weeks X 4 Hours per Week = 60 Hours
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

This course will provide students with a detailed study of the principles and methods of research as applied to the international community. Topics covered include identification and evaluation of research needs, methods of acquiring information, tools for analysis and presentation of findings. The focus will be on challenges of collecting and using research across cultural boundaries. Extensive use will be made of computer-based applications, including spreadsheets, on-line research and internet browsers.

Course Content

This course will cover the principles and methods of marketing research conducted in an international environment.  It will cover the economic, government, legal, structural, informational, technological and socio-cultural environments as they need to be considered for effective research.

  1. Market Research Explained
    • what market research is, and how it is used
    • global research applications
    • information systems and access
  2. The Market Research Process
    • research techniques
    • types of research
    • market evaluation
    • stages in the process, tactics
  3. Secondary Research
    • sources
    • use of automated research tools
    • developing consistency over international sources and data
  4. Data Analysis
    • editing and coding
    • using statistical computer programs
    • consistency over collection area
    • descriptive statistics
    • univariate and bivariate techniques
    • interpretation of data
  5. Presentation of Findings
    • report preparation
    • oral presentation
    • follow-up

Methods of Instruction

Lecture and Seminar.

Means of Assessment

Cases and assignments (4 @ 10%)      40%
Term test  15%
Final Examination  15%
Major project and presentation  30%
Total 100%

Learning Outcomes

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

  1. Explain the role of marketing research, the process involved in integrating it with business strategy, and the challenges of researching across international and cultural borders;
  2. Define the research problem and develop an approach in an international context;
  3. Develop a framework and formulate a research design for conducting international marketing research;
  4. Design the principal types of survey research;
  5. Conduct field work, and explain the challenges and adaptations necessary for international data collection;
  6. Analyze and prepare data resulting from research studies;
  7. Illustrate how a report is prepared in international research;
  8. Use computerized statistical techniques for collecting and analyzing data.

course prerequisites

(BUSN 1330 or FINC 1231 or MATH 1125) and (BUSN 2337 or BUSN 2429 or BUSN 3431) and MARK 1120

curriculum 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 schedule and availability
course transferability

Below shows how this course and its credits transfer within the BC transfer system. 

A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.

For more information on transfer visit the BC Transfer Guide and BCCAT websites.


If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.