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.
- 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.
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
|Assignments and Project
|Term Project and Presentation
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
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
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
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.
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.