- International Fees
International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
Course Overview
This course explores the fundamentals of marketing research – what it is, how it is used, why it is used, and its role in and importance to the marketing function. Secondary, qualitative, and quantitative research methods and tools will be explored. Particular emphasis will be placed on identifying and locating online sources of secondary data; evaluating and selecting appropriate methods for conducting primary research; the proper design of qualitative and quantitative data gathering tools; conducting effective survey fieldwork; understanding the nature and use of basic quantitative data analyses; and the proper reporting of research findings. Students will be taken through the steps of a major multi-method marketing research project.
Prerequisite(s)
- No prerequisites are required for this course.
Credits
3.0
Domestic fees
$709.48 - $722.34 See individual course offerings below for actual costs.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Outline the basic steps of the marketing research process.
- Identify, locate and analyze sources of online secondary data.
- Develop tools for and conduct qualitative research.
- Analyze qualitative data and write an effective qualitative research report.
- Describe the basic methods of collecting primary quantitative data.
- Describe the nature and use of a variety of probability and non-probability sampling methods.
- Estimate an appropriate sample size for a given survey situation.
- Describe the elements of an effective survey questionnaire.
- Design, plan, and execute surveys.
- Explain basic quantitative data analyses and their proper use.
- Communicate research findings in a written report.
Effective as of Spring/Summer 2021
Related Programs
Fundamentals of Marketing Research (MKTG 2909) is offered as a part of the following programs:
- Indicates programs accepting international students.
School of Business + Media
- Business Administration (General Option)
Diploma Part-time
- Business Administration (Global Studies Option)
Diploma Part-time
- Business Administration (Human Resources Option)
Diploma Part-time
- Business Administration (Management Option)
Diploma Part-time
- Business Administration (Marketing Option)
Diploma Part-time
- Event Marketing and Management Strategy
Certificate Part-time
- Marketing Management
Certificate Part-time
- Marketing Management (Marketing Communications Option)
Certificate Part-time
- Marketing Management (Professional Sales Option)
Certificate Part-time
- Marketing Management - Customer Relationship Marketing
Associate Certificate Part-time
- Marketing Management - Entrepreneurship
Associate Certificate Part-time
- Marketing Management - Fundraising Management
Associate Certificate Part-time
- Marketing Management - Marketing Communications
Associate Certificate Part-time
- Marketing Management - Public Relations
Associate Certificate Part-time
- Nonprofit Management
Associate Certificate Part-time
Course Offerings
Fall 2025
Below are two offerings of MKTG 2909 for the Fall 2025 term.
CRN 51964
Dates
Sep 10 - Nov 26 Loading
- CRN 51964
- $709.48 Domestic fees
Class meeting times
Duration
12 weeks
Instructor
Matt Shepherd
Course outline
Important information
- Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
- International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
- The majority of this course is online with a hybrid delivery: 12 asynchronous online modules plus 6 live online workshops. YOU MUST LOG INTO THE COURSE ON MONDAY OF THE FIRST WEEK even though your workshops run on Wednesdays. In Week 1 you have several tasks due early in the week. Your midterm and final exams will be held in-person at the Burnaby campus. There is mandatory attendance in all online workshops. You must have access to the internet, plus a computer with camera and microphone for video meetings. Please check the following link to ensure you meet the computer requirements for the class: www.bcit.ca/files/business/pdf/bcit-sobm-byod.pdf You can also access your course schedule from your myBCIT account. Your instructor will provide further course information at your first scheduled class. Workshop Dates and Times: Workshop #1: Week 1- Wed Sep 10/5:30 - 7:30pm (2 hrs) Workshop #2: Week 2 - Wed Sep 17/5:30 - 7:30pm (2 hrs) Workshop #3: Week 3 - Wed Sep 24/5:30 - 7:30pm (2 hrs) Workshop #4: Week 5 - Wed Oct 8/5:30 - 7:30 pm (2hrs) Midterm Exam: Week 7 - Wed Oct 22 Workshop #5: Week 8 - Wed Oct 29/5:30 - 7:30pm (2hrs) Workshop #6: Week 9 - Wed Nov 5/5:30 - 7:30 pm (2hrs) Final Exam: Week 12 - Wed Nov 26
Status
CRN 51969
Dates
Sep 10 - Nov 26 Loading
- CRN 51969
- $709.48 Domestic fees
Class meeting times
Duration
12 weeks
Instructor
Tom Jopling
Course outline
Important information
- Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
- International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
- The majority of this course is online with a hybrid delivery: 12 asynchronous online modules plus 6 live online workshops. YOU MUST LOG INTO THE COURSE ON MONDAY OF THE FIRST WEEK even though your workshops run on Wednesdays. In Week 1 you have several tasks due early in the week. Your midterm and final exams will be held in-person at the Burnaby campus. There is mandatory attendance in all online workshops. You must have access to the internet, plus a computer with camera and microphone for video meetings. Please check the following link to ensure you meet the computer requirements for the class: www.bcit.ca/files/business/pdf/bcit-sobm-byod.pdf You can also access your course schedule from your myBCIT account. Your instructor will provide further course information at your first scheduled class. Workshop Dates and Times: Workshop #1: Week 1- Wed Sep 10/5:30 - 7:30pm (2 hrs) Workshop #2: Week 2 - Wed Sep 17/5:30 - 7:30pm (2 hrs) Workshop #3: Week 3 - Wed Sep 24/5:30 - 7:30pm (2 hrs) Workshop #4: Week 5 - Wed Oct 8/5:30 - 7:30 pm (2hrs) Midterm Exam: Week 7 - Wed Oct 22 Workshop #5: Week 8 - Wed Oct 29/5:30 - 7:30pm (2hrs) Workshop #6: Week 9 - Wed Nov 5/5:30 - 7:30 pm (2hrs) Final Exam: Week 12 - Wed Nov 26
Status
Winter 2026
Below are two offerings of MKTG 2909 for the Winter 2026 term.
CRN 89560
Dates
Jan 07 - Mar 28 Loading
- CRN 89560
- $722.34 Domestic fees
Class meeting times
Duration
12 weeks
Instructor
Tom Jopling
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
- YOU MUST LOG INTO THE COURSE ON MONDAY OF THE FIRST WEEK. In Week 1 you have several tasks due early in the week. The majority of this course is online with a hybrid delivery: 12 asynchronous online modules plus 6 live online workshops. YOUR MIDTERM AND FINAL EXAMS WILL BE HELD IN-PERSON AT THE BURNABY CAMPUS. There is mandatory attendance in all online workshops. You must have access to the internet, plus a computer with camera and microphone for video meetings. Please check the following link to ensure you meet the computer requirements for the class: www.bcit.ca/files/business/pdf/bcit-sobm-byod.pdf Week 1: Wed Jan 07, 5:30 - 8:30 pm Week 2: Wed Jan 14, 5:30 - 7:30 pm Week 3: Wed Jan 21, 5:30 - 7:30 pm Week 5: Wed Feb 04, 5:30 - 7:30 pm Week 7: Wed Feb 18 in-person midterm exam (Burnaby campus) Week 8: Wed Feb 25, 5:30 - 8:30 pm Week 9: Wed Mar 04, 5:30 - 8:30 pm Week 12: Wed Mar 25 in-person final exam (Burnaby campus)
Status
CRN 92620
Dates
Jan 07 - Mar 28 Loading
- CRN 92620
- $722.34 Domestic fees
Class meeting times
Duration
12 weeks
Instructor
Matt Shepherd
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
- YOU MUST LOG INTO THE COURSE ON MONDAY OF THE FIRST WEEK. In Week 1 you have several tasks due early in the week. The majority of this course is online with a hybrid delivery: 12 asynchronous online modules plus 6 live online workshops. YOUR MIDTERM AND FINAL EXAMS WILL BE HELD IN-PERSON AT THE BURNABY CAMPUS. There is mandatory attendance in all online workshops. You must have access to the internet, plus a computer with camera and microphone for video meetings. Please check the following link to ensure you meet the computer requirements for the class: www.bcit.ca/files/business/pdf/bcit-sobm-byod.pdf Week 1: Wed Jan 07, 5:30 - 8:30 pm Week 2: Wed Jan 14, 5:30 - 7:30 pm Week 3: Wed Jan 21, 5:30 - 7:30 pm Week 5: Wed Feb 04, 5:30 - 7:30 pm Week 7: Wed Feb 18 in-person midterm exam (Burnaby campus) Week 8: Wed Feb 25, 5:30 - 8:30 pm Week 9: Wed Mar 04, 5:30 - 8:30 pm Week 12: Wed Mar 25 in-person final exam (Burnaby campus)
Status
Programs and courses are subject to change without notice.