MKTG 3481
Marketing Research

3.0 Credits


Students gain an understanding of marketing research and its value in analyzing consumers, markets, and the environment. Topics include an overview of market research and research design, exploratory research; descriptive research; scaling; sampling; and data analysis and reporting.

Delivery Method



Recommended: MKTG 2431 and ECON 2331.


Upon completion of this course, students will be able to:

  • Write a management decision problem and a marketing research problem, and discuss the differences between them.
  • Clearly articulate the value in conducting exploratory research to define the research problem.
  • Collect secondary data to refine a marketing research problem.
  • Plan, conduct, and interpret a focus group.
  • Create a strategy for increasing survey response rates.
  • Differentiate between situations that call for surveys and situations that call for observational research.
  • Create and conduct a small survey, applying a wide range of survey, scale, and questionnaire techniques.
  • Recommend the best sampling technique for different situations and defend that recommendation.
  • Create a frequency distribution and a cross-tabulation, conduct basic statistical analysis on the data, and summarize the results in clear language.
  • Write a marketing research report in APA style.

Course Outline

Module 1: Introduction to Marketing Research and Research Design

  • Topic 1: The Definition of Marketing Research
  • Topic 2: The Marketing Research Process
  • Topic 3: Marketing Research and Marketing Decision Making
  • Topic 4: The Importance of Defining the Problem
  • Topic 5: The Management-Decision Problem and the Marketing Research Problem
  • Topic 6: Research Questions and Hypothesis
  • Topic 7: Basic Research Design and the Types of Research

Module 2: Exploratory Research

  • Topic 1: Secondary vs. Primary Data
  • Topic 2: How to Use Secondary Data
  • Topic 3: Sources of Secondary Data
  • Topic 4: Introduction to Qualitative Research
  • Topic 5: Focus Groups

Module 3: Descriptive Research

  • Topic 1: Survey Methods
  • Topic 2: How to Choose a Survey Method
  • Topic 3: Observational Methods
  • Topic 4: How to Choose Between Surveys and Observation

Module 4: Scaling

  • Topic 1: Primary Scales of Measurement
  • Topic 2: Comparative Scales
  • Topic 3: Noncomparative Scales
  • Topic 4: Noncomparative Scale Decisions
  • Topic 5: Scale Evaluation
  • Topic 6: Questionnaire Design

Module 5: Sampling

  • Topic 1: The Concept of Sampling
  • Topic 2: The Sampling Design Process
  • Topic 3: Nonprobability Sampling
  • Topic 4: Probability Sampling
  • Topic 5: Internet Sampling

Module 6: Data Analysis and Reporting

  • Topic 1: Data Collection
  • Topic 2: Data Preparation
  • Topic 3: Data Analysis
  • Topic 4: Communicating the Research Results

Maximum Completion

30 weeks.

Required Text and Materials

Malhotra, N. Basic Marketing Research: Integration of Social Media. 4th ed. Toronto, ON. Pearson Education Ltd, 2012.
Type: Textbook, ISBN-13: 978-0-13-254448-1 / ISBN-10: 0-13-254448-2

Additional Requirements

A computer with Internet access is required.

Open Learning Faculty Member Information

An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environment's "Mail" tool or by phone. Students will receive the necessary contact information when starting the course.


In order to successfully complete this course, students must obtain at least 50% on the mandatory final examination and 50% overall. It is strongly recommended that students complete all assignments in order to achieve the learning objectives of the course.

Assignment 1 5%
Assignment 2 10%
Assignment 3 10%
Assignment 4 10%
Assignment 5 10%
Assignment 6 (Reflective Summary 10% and Discussion 5%) 15%
Final exam * 40%
Total 100%

* Mandatory