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Course details

Explore research tools and techniques needed to execute various marketing research projects. Emphasis will be on how marketing research fits into the strategic planning process; conducting situation analyses and exploratory research; identifying and locating sources of secondary data including Internet and other online resources; evaluating and selecting appropriate methods for conducting primary research; designing data gathering tools; conducting effective survey fieldwork; and tabulating, analyzing and reporting of primary research findings. Students will be required to complete a major multi-method marketing research project.


  • No prerequisites are required for this course.





Course offerings

Fall 2023

Below is one offering of MKTG 3309 for the Fall 2023 term.

CRN 47068


Mon Sep 11 - Sat Dec 09 (13 weeks)

  • 13 weeks
  • CRN 47068
  • $781.44
Class meeting times
Dates Days Times Locations
Sep 11 - Dec 09 N/A N/A Online
Sep 12 - Sep 19 Tue 17:30 - 20:30 Online
Sep 26 Tue 17:30 - 19:30 Online
Oct 10 Tue 17:30 - 19:30 Online
Oct 31 Tue 17:30 - 20:30 Online
Nov 07 - Dec 09 Tue 17:30 - 20:30 Online

Matt Shepherd

Course outline






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. 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 live 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. Important course information will be sent to you prior to your course start date. Check your email account to access this information. You must log in to the course on Monday of the first week. In Week 1 you have several tasks that due early in the week. Workshops: Week 1 Tuesday September 12, 5:30 pm - 8:30 pm Week 2 Tuesday September 19, 5:30 pm - 7:30 pm Week 3 Tuesday September 26, 5:30 pm - 7:30 pm Week 5 Tuesday October 10, 5:30 pm - 7:30 pm Week 8 Tuesday October 31, 5:30 pm - 8:30 pm Week 9 Tuesday November 7, 5:30 pm - 8:30 pm

In Progress

This course offering is in progress. Please check back next term or subscribe to receive email updates.

Learning Outcomes

Upon successful completion of the course, the student will be able to:

  • Outline the basic steps of the marketing research process.
  • Explain different methods of conducting background exploratory research and situation analyses.
  • Identify, locate and analyze sources of secondary data, including the Internet and other on-line resources.
  • Conduct qualitative research including focus group and in-depth interviews.
  • Analyze qualitative data and write an effective qualitative research report.
  • Evaluate the basic methods of collecting primary quantitative data.
  • Select a sample using a suitable sampling method.
  • Estimate an appropriate sample size for a given survey situation.
  • Develop an effective questionnaire using appropriate survey software.
  • Design, plan, and execute fieldwork.
  • Conduct quantitative data analysis using appropriate statistical methods.
  • Communicate research findings in a written report.

Effective as of Fall 2022

Related Programs

Marketing Research (MKTG 3309) is offered as a part of the following programs:

School of Business + Media

  1. Advanced Business Management
    Certificate Part-time
  2. Advanced Marketing Management
    Certificate Part-time
  3. Business Administration (General Option)
    Diploma Part-time
  4. Business Administration (Human Resources Option)
    Diploma Part-time
  5. Business Administration (Management Option)
    Diploma Part-time
  6. Business Administration (Marketing Option)
    Diploma Part-time
  7. Marketing Management (Digital Marketing and Brand Strategy Option)
    Diploma Full-time
  8. Marketing Management (Entrepreneurship Option)
    Diploma Full-time
  9. Marketing Management (Professional Real Estate Option)
    Diploma Full-time
  10. Marketing Management (Professional Sales Option)
    Diploma Full-time
  11. Marketing Management (Tourism Marketing and Sales Option)
    Diploma Full-time


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