- International Fees
International fees are typically 3.12 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
$666.02 - $708.06 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
Winter 2025
Below are two offerings of MKTG 2909 for the Winter 2025 term.
CRN 89560
Dates
Jan 08 - Mar 29 In Progress
- CRN 89560
- $708.06 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 3.12 times the domestic tuition. Exact cost will be calculated upon completion of registration.
- You must log in to 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 08, 5:30 - 8:30 pm Week 2: Wed Jan 15, 5:30 - 7:30 pm Week 3: Wed Jan 22, 5:30 - 7:30 pm Week 5: Wed Feb 05, 5:30 - 7:30 pm Week 7: Wed Feb 19 in-person midterm exam (Burnaby campus) Week 8: Wed Feb 26, 5:30 - 8:30 pm Week 9: Wed Mar 05, 5:30 - 8:30 pm Week 12: Wed Mar 26 in-person final exam (Burnaby campus)
Status
In Progress
This course offering is in progress. Please check this page for other currently available offerings or subscribe to receive email updates.
CRN 92620
Dates
Jan 08 - Mar 29 In Progress and Full
- CRN 92620
- $708.06 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Jan 08 | Wed | 17:30 - 20:30 | Online |
| Jan 08 - Mar 29 | N/A | N/A | Online |
| Jan 15 | Wed | 17:30 - 20:30 | Online |
| Feb 05 | Wed | 17:30 - 20:30 | Online |
| Feb 19 | Wed | 17:30 - 20:30 | Burnaby SE06 Rm. 205 |
| Feb 26 | Wed | 17:30 - 20:30 | Online |
| Mar 05 | Wed | 17:30 - 20:30 | Online |
| Mar 26 | Wed | 17:30 - 20:30 | Burnaby SE06 Rm. 205 |
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 3.12 times the domestic tuition. Exact cost will be calculated upon completion of registration.
- You must log in to 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 08, 5:30 - 8:30 pm Week 2: Wed Jan 15, 5:30 - 7:30 pm Week 3: Wed Jan 22, 5:30 - 7:30 pm Week 5: Wed Feb 05, 5:30 - 7:30 pm Week 7: Wed Feb 19 in-person midterm exam (Burnaby campus) Week 8: Wed Feb 26, 5:30 - 8:30 pm Week 9: Wed Mar 05, 5:30 - 8:30 pm Week 12: Wed Mar 26 in-person final exam (Burnaby campus)
Status
In Progress and Full
This course offering is in progress and full. Please check this page for other currently available offerings or subscribe to receive email updates.
Spring/Summer 2025
Below are two offerings of MKTG 2909 for the Spring/Summer 2025 term.
CRN 69954
Dates
Apr 07 - Jun 28 Seats Available
- CRN 69954
- $666.02 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Apr 07 - Jun 28 | N/A | N/A | Online |
Duration
12 weeks
Instructor
Matt Shepherd
Course outline
Course outline TBD — see Learning Outcomes in the interim.
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 3.12 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 in to the course on Monday 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. Workshops Dates/Times: Week 1 Tuesday April 8, 5:30 pm - 8:30 pm Week 2 Tuesday April 15, 5:30 pm - 7:30 pm Week 3 Tuesday April 22, 5:30 pm - 7:30 pm Week 5 Tuesday May 6, 5:30 pm - 7:30 pm Week 8 Tuesday May 27, 5:30 pm - 8:30 pm Week 9 Tuesday June 3, 5:30 pm - 8:30 pm
Status
Seats Available
2 seats remaining as of Thu March 27, 2025 at 1:03 am (PDT). Availability may change at any time.
CRN 68204
Dates
Apr 07 - Jun 28 Full
- CRN 68204
- $666.02 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Apr 07 - Jun 28 | N/A | N/A | Online |
Duration
12 weeks
Instructor
Matt Shepherd
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- Internet delivery format.
- 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 3.12 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 in to the course on Monday 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. Workshop 1 Week 1 Wednesday April 9, 5:30 pm - 8:30 pm 2 Week 2 Wednesday April 16, 5:30 pm - 7:30 pm 3 Week 3 Wednesday April 23, 5:30 pm - 7:30 pm 4 Week 5 Wednesday May 7, 5:30 pm - 7:30 pm 5 Week 8 Wednesday May 28, 5:30 pm - 8:30 pm 6 Week 9 Wednesday June 4, 5:30 pm - 8:30 pm If this course is showing as full, please contact Candace_Marrington@bcit.ca and request that your name be added to the waitlist.
Status
Full
This course offering is full. Please check this page for other currently available offerings or subscribe to receive email updates.
Programs and courses are subject to change without notice.