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Course Description

Students develop an understanding of marketing research and its value in analyzing consumers, markets, and the environment. Topics include an introduction to market research, the marketing research industry and research ethics, the marketing research process, secondary data and databases, qualitative research, traditional survey research, primary data collection, measurement, questionnaire design, basic sampling issues, sample size determination, and statistical testing.

 

Learning outcomes

  • Describe the role of marketing research in making marketing decisions.
  • Explain the function of the various firms in the market research industry and the importance of research ethics.
  • Identify the steps in the marketing research process.
  • Describe the pros and cons of using secondary data.
  • Discuss the advantages and disadvantages of qualitative research.
  • Compare the types of surveys and the types of errors in survey research.
  • Summarize the various approaches of primary data collection.
  • Analyze the four levels of scales of measurement and the various types of attitude scales.
  • Design a questionnaire.
  • Illustrate the different sampling methods and determination of sample sizes.
  • Apply statistical testing in generating marketing information.
  • Interpret marketing research information to improve the timing, accuracy, and quality of decision making.
  • Demonstrate data analysis using current computer software. 

Course topics

  • Module 1: Introduction to Marketing Research
  • Module 2: Getting Started in the Marketing Research Process
  • Module 3: Data Collection
  • Module 4: Surveys and Questionnaire Design
  • Module 5: Sampling and Measurements
  • Module 6: Informed Marketing Decisions

Required text and materials

Students are responsible for purchasing the required materials on their own:

  • Hair, J. F., Ortinau, D. J., & Harrison, D. E. (2024). Essentials of Marketing Research (6th ed.). McGraw-Hill. Lifetime Access Stand-alone eText: ISBN 9781266389108

 Note: This item can be purchased directly from Campus eBookstore via Wolfie's Campus Store.

Assessments

Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact exams@tru.ca with any questions about this.

To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the mandatory final exam.

Assignment 1: Overview of Marketing Research 20%
Assignment 2: Primary Data Collection and Analysis 20%
Assignment 3: Sampling and Measurement 20%
Assignment 4: Reflection Posts 10%
Mandatory Final Exam 30%
Total 100%

Recommended requisite(s)

  • MKTG 2431
  • ECON 2331

Exclusions

  • MKTG 3480
  • BBUS 3481
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Enrol now - select a section to enrol in

Section Title
Marketing Research
Section Schedule
Any Time (30 weeks duration)
Delivery
Online, self-paced  
Course Fee(s)
Canadian in BC/YT non-credit $548.39 Click here to get more information
Canadian outside BC/YT non-credit $657.47 Click here to get more information
International Student non-credit $1,661.15 Click here to get more information
Available for Credit
3 credits

Section Notes

Note: This course requires approval before your registration is complete due to material issues, content updates, or residency requirements. We will contact you via email with further details upon registration.

Open Learning faculty member information

An Open Learning faculty member is available to assist students. Students will receive the necessary contact information at the start of the course.

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