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Fundamentals of Marketing Research MKTG 2909

Marketing Management 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

Spring/Summer 2023

Below is one offering of MKTG 2909 for the Spring/Summer 2023 term.

CRN 68204


Mon Apr 03 - Sat Jun 24 (12 weeks)

  • 12 weeks
  • CRN 68204
  • $627.41
Class meeting times
Dates Days Times Locations
Apr 03 - Jun 24 N/A N/A Online

Tom Jopling

Course outline

Course outline TBD — see Learning Outcomes in the interim.



Important information
  1. Internet delivery format.
  2. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
  3. Please note that the lecture component for this course is asynchronous, not requiring you to meet each and every week at a specific time, however, there will be specific timelines for assignments and exams. It is important you have a stable and consistent internet connection to access course content. Please check the following link to ensure you meet the computer requirements for the class. Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more if it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.

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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