British Columbia Institute of

Important Notice: COVID-19 Institute response


MKTG 3309 - 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 fall 2021 term as informed by BC Public Health Officer guidelines. Refer to each course listing for details.

Course Details

This marketing research course will 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. You will be required to complete a major multi-method marketing research project.





Fall 2021

Below is one offering of this course for the Fall 2021 term.

CRN 47068

Mon Sep 13 - Mon Dec 13 13 Weeks

Class Meeting Times

Dates Days Times Locations
Sep 13 - Dec 13 Online
Sep 15 Wed 17:30 - 19:30 Online
Sep 22 Wed 17:30 - 19:30 Online
Sep 29 Wed 17:30 - 19:30 Online
Oct 13 Wed 17:30 - 20:30 Online
Nov 03 Wed 17:30 - 20:30 Online
Nov 10 Wed 17:30 - 20:30 Online


Matt Shepherd

Course Outline




  1. Internet delivery format.
  2. This is a purely online course with a hybrid delivery: 13 asynchronous online modules plus 5 live online workshops. There is mandatory attendance in all five 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. Week 1: Workshop 1 Wednesday, September, 15 at 17:30-19:30 (2-hr) Week 2: Workshop 2 Wednesday, September, 22 at 17:30-19:30 (2-hr) Week 3: Workshop 3 Wednesday, September, 29 at 17:30-19:30 (2-hr) Week 5: Workshop 4 Wednesday, October, 13 at 17:30-20:30 (3-hr) Week 8: Workshop 5 Wednesday, November, 3 at 17:30-20:30 (3-hr) Week 9: Workshop 6 Wednesday, November, 10 at 17:30-20:30 (3-hr)
  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 the course, the student will be able to:

  • Develop effective public speaking skills by delivering oral presentations (individual and team) to audiences of diverse sizes.
  • 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 2019

Related Programs

MKTG 3309 is offered as a part of the following programs:

School of Business + Media

  1. Advanced Business Management
    Part-time/Distance & Online Learning   Certificate
  2. Advanced Marketing Management
    Part-time   Certificate
  3. Business Administration (General Option)
    Part-time   Diploma
  4. Business Administration (Human Resources Option)
    Part-time   Diploma
  5. Business Administration (Management Option)
    Part-time   Diploma
  6. Business Administration (Marketing Option)
    Part-time   Diploma
  7. Marketing Management (Entrepreneurship Option)
    Full-time   Diploma
  8. Marketing Management (Marketing Communications Option)
    Full-time   Diploma
  9. Marketing Management (Professional Sales Option)
    Full-time   Diploma
  10. Marketing Management (Tourism Management Option)
    Full-time   Diploma


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Registration is currently open for the Fall 2021 term.

The sneak preview for the Winter 2022 term starts Fri, Oct 22 at 8:30 am (PDT).

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