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
$724.17
International fees are typically 3.4 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.
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Course Offerings
Fall 2026
Below is one offering of MKTG 2909 for the Fall 2026 term.
CRN 51969
Dates
Sep 08 - Nov 30 Loading
- CRN 51969
- $724.17 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 08 - Nov 30 | N/A | N/A | Online |
| Sep 14 | Mon | 17:30 - 19:30 | Online |
| Sep 21 | Mon | 17:30 - 19:30 | Online |
| Sep 28 | Mon | 17:30 - 19:30 | Online |
| Oct 19 | Mon | 17:30 - 19:30 | Online |
| Oct 26 | Mon | 17:30 - 18:30 | Burnaby SE06 Rm. 205 |
| Nov 02 | Mon | 17:30 - 19:30 | Online |
| Nov 09 | Mon | 17:30 - 19:30 | Online |
| Nov 30 | Mon | 17:30 - 18:30 | Burnaby SE06 Rm. 205 |
Duration
12 weeks
Instructor
Tom Jopling
Course outline
Course outline TBD — see Learning Outcomes in the interim.
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 into the course at the beginning of the first week as there are assignments due. Exams will be held in-person at the Burnaby campus. Midterm: October 26th 1730-1830 PST and Final: November 30th 1730-1830 PST. No class held October 12th Thanksgiving Day.
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.