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
$722.34
International fees are typically 3.25 times the domestic tuition. Exact cost will be calculated upon completion of registration.
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)
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- 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
Spring/Summer 2026
Below are two offerings of MKTG 2909 for the Spring/Summer 2026 term.
CRN 69954
Dates
Apr 07 - Jun 23 Loading
- CRN 69954
- $722.34 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Apr 07 | Tue | 17:30 - 20:30 | Online |
| Apr 07 - Jun 23 | N/A | N/A | Online |
| Apr 14 | Tue | 17:30 - 19:30 | Online |
| Apr 21 | Tue | 17:30 - 19:30 | Online |
| May 05 | Tue | 17:30 - 19:30 | Online |
| May 19 | Tue | 17:30 - 20:30 | Burnaby SE06 Rm. 204 |
| May 26 | Tue | 17:30 - 20:30 | Online |
| Jun 02 | Tue | 17:30 - 20:30 | Online |
| Jun 23 | Tue | 17:30 - 20:30 | Burnaby SE06 Rm. 204 |
Duration
12 weeks
Instructor
Matt Shepherd
Course outline
Important information
- The majority of this course is online with a hybrid delivery: 12 asynchronous online modules plus 6 live online workshops. You must log in to the course on Tuesday of the first week. 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. If this course is showing as full, please contact Candace_Marrington@bcit.ca and request that your name be added to the waitlist.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
Status
If you have any questions about this course, please contact us.
CRN 68204
Dates
Apr 08 - Jun 24 Loading
- CRN 68204
- $722.34 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Apr 08 | Wed | 17:30 - 20:30 | Online |
| Apr 08 - Jun 24 | N/A | N/A | Online |
| Apr 15 | Wed | 17:30 - 19:30 | Online |
| Apr 22 | Wed | 17:30 - 19:30 | Online |
| May 06 | Wed | 17:30 - 19:30 | Online |
| May 20 | Wed | 17:30 - 20:30 | Burnaby SE06 Rm. 205 |
| May 27 | Wed | 17:30 - 20:30 | Online |
| Jun 03 | Wed | 17:30 - 20:30 | Online |
| Jun 24 | Wed | 17:30 - 20:30 | Burnaby SE06 Rm. 205 |
Duration
12 weeks
Instructor
Matt Shepherd
Course outline
Important information
- The majority of this course is online with a hybrid delivery: 12 asynchronous online modules plus 6 live online workshops. You must log in to the course on Tuesday of the first week. 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. If this course is showing as full, please contact Candace_Marrington@bcit.ca and request that your name be added to the waitlist.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
Status
If you have any questions about this course, please contact us.
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.