International Marketing Research

Curriculum guideline

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Course
MARK 3315
Discontinued
No
Course code
MARK 3315
Descriptive
International Marketing Research
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
Not Specified
PLAR
No
Semester length
15 Weeks X 4 Hours per Week = 60 Hours
Max class size
35
Contact hours
Lecture: 2 Hrs. Seminar: 2 Hrs. Total: 4 Hrs.
Method(s) of instruction
Lecture
Seminar
Learning activities

Lecture and Seminar.

Course description
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
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.
Means of assessment
Cases and assignments (4 @ 10%)      40%
Term test  15%
Final Examination  15%
Major project and presentation  30%
Total 100%

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

 Is to be Purchased by Students:

 

Craig and Douglas.  International Market Research, Latest Ed.  Prentice Hall.

 

Lescher, John F.  Online Market Research,  Latest Ed.  Toronto:

                Addison-Wesley Publishing Ltd.

 

Selected readings compiled for students from various business sources.

Prerequisites

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

Which prerequisite

BUSN 4401