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Fundamentals of Marketing Research MKTG 2909

Marketing Management Part-time Studies Course

Course details

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.


  • No prerequisites are required for this course.





Course offerings

Fall 2022

Below is one offering of MKTG 2909 for the Fall 2022 term.

CRN 48208


Tue Sep 06 - Tue Nov 22 (12 weeks)

  • 12 weeks
  • CRN 48208
  • $627.41
Class meeting times
Dates Days Times Locations
Sep 06 - Nov 22 Tue 18:00 - 21:00 Online

Tom Jopling

Course outline

Course outline TBD — see Learning Outcomes in the interim.



Important information
  1. Internet delivery format.
  2. This is a purely online course with a hybrid delivery: 13 asynchronous online modules plus 6 live online synchronous workshops. 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. Week 1 Tuesday Sep 13, 6:00 pm - 9:00 pm Week 2 Tuesday Sep 20, 6:00 pm - 8:00 pm Week 3 Tuesday Sep 27, 6:00 pm - 8:00 pm Week 5 Tuesday Oct 11, 6:00 pm - 8:00 pm Week 8 Tuesday Nov 1, 6:00 pm - 9:00 pm Week 9 Tuesday Nov 8, 6:00 pm - 9:00 pm

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:

School of Business + Media

  1. Marketing Management
    Certificate Part-time
  2. Marketing Management (Marketing Communications Option)
    Certificate Part-time
  3. Marketing Management (Professional Sales Option)
    Certificate Part-time
  4. Marketing Management - Customer Relationship Marketing
    Associate Certificate Part-time
  5. Marketing Management - Entrepreneurship
    Associate Certificate Part-time
  6. Marketing Management - Event Marketing
    Associate Certificate Part-time
  7. Marketing Management - Fundraising Management
    Associate Certificate Part-time
  8. Marketing Management - Marketing Communications
    Associate Certificate Part-time
  9. Marketing Management - Public Relations
    Associate Certificate Part-time
  10. Marketing Management - Retail Marketing Management
    Associate Certificate Part-time
  11. Marketing Management - Sales Skills
    Associate Certificate Part-time
  12. Nonprofit Management
    Associate Certificate Part-time
  13. Tourism and Hospitality
    Associate Certificate Part-time


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