British Columbia Institute of

Important Notice: COVID-19 Institute response


MKTG 2909 - Fundamentals of Marketing Research

Marketing Management Part-time Studies Course

School of Business + Media

BCIT is planning for a substantial return to on-campus activity for the Winter 2022 term as informed by BC Provincial Health Officer guidelines. Refer to each course listing for details.

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.





Winter 2022

Below is one offering of this course for the Winter 2022 term.

CRN 89560

Mon Jan 03 - Sat Mar 26 12 Weeks

Class Meeting Times

Dates Days Times Locations
Jan 03 - Mar 26 Online


Nancy Barker

Course Outline




  1. Internet delivery format.
  2. 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.
  3. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.

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

In Progress

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

MKTG 2909 is offered as a part of the following programs:

School of Business + Media

  1. Marketing Management
    Part-time   Certificate
  2. Marketing Management (Marketing Communications Option)
    Part-time   Certificate
  3. Marketing Management (Professional Sales Option)
    Part-time   Certificate
  4. Marketing Management - Customer Relationship Marketing
    Part-time   Associate Certificate
  5. Marketing Management - Entrepreneurship
    Part-time   Associate Certificate
  6. Marketing Management - Event Marketing
    Part-time/Distance & Online Learning   Associate Certificate
  7. Marketing Management - Fundraising Management
    Part-time/Distance & Online Learning   Associate Certificate
  8. Marketing Management - Marketing Communications
    Part-time/Distance & Online Learning   Associate Certificate
  9. Marketing Management - Public Relations
    Part-time/Distance & Online Learning   Associate Certificate
  10. Marketing Management - Retail Marketing Management
    Part-time/Distance & Online Learning   Associate Certificate
  11. Marketing Management - Sales Skills
    Part-time   Associate Certificate
  12. Nonprofit Management
    Part-time/Distance & Online Learning   Associate Certificate
  13. Social Media and Digital Marketing
    Part-time/Distance & Online Learning   Statement of Completion
  14. Tourism and Hospitality
    Part-time   Associate Certificate


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