Marketing Research

Curriculum Guideline

Effective Date:
Return to Course
Print Guideline
Course
MARK 4441
Discontinued
No
Course Code
MARK 4441
Descriptive
Marketing Research
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start Date
End Term
Not Specified
PLAR
No
Semester Length
15 Weeks
Max Class Size
35
Course Designation
None
Industry Designation
PCM
Contact Hours

Lecture: 3 Hours/week

and

Seminar: 1 Hour/week 

Method(s) Of Instruction
Lecture
Seminar
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

Assessment will be based on course objectives and will be carried out in accordance with the Douglas College Evaluation Policy. Instructors may use a student’s record of attendance and/or level of active participation in the course as part of the student’s graded work.

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

Notes

  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

 

Malhotra, Naresh K. Basic Marketing Research, Latest Ed. Pearson and/or other textbook(s) and/or other material(s) approved by the department.

Leonard, Thomas L.  Study Guide: Experiencing Marketing Research - A Student Project Manual, Latest Ed.  Fort Worth, Texas: The Dryden Press and/or other textbook(s) and/or other material(s) approved by the department. [Optional]

 

 

Prerequisites

MARK 1120

and

CMNS 1115 or any UT English

and

Any one of the following: BUSN 2429, CSIS 1190, CYCC 4423, HIMP 2110, HIMP 2120, PSYC 2300, PSYC 2301, PSYC 3300, SOWK 4160, SPSC 3256, or THRT 3719

 

OR MARK 1120 AND currently active in one of the following:

PBD Advanced Supply Chain Management
PBD Digital Marketing
PBD International Supply Chain Management

PBD Project Management
PDD International Business Management
PDD Hospitality Marketing
PDD Marketing
PDD Sales

Corequisites

Courses listed here must be completed either prior to or simultaneously with this course:

  • No corequisite courses
Equivalencies

Courses listed here are equivalent to this course and cannot be taken for further credit:

  • No equivalency courses
Which Prerequisite

MARK 4483