MKTG 3481: Marketing Research

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.

Learning outcomes

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 topics

Module 1: Introduction to Marketing Research and Research Design

Module 2: Exploratory Research

Module 3: Descriptive Research

Module 4: Scaling

Module 5: Sampling

Module 6: Data Analysis and Reporting

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.


Please be aware that due to COVID-19 safety guidelines all in-person exams have been suspended. As such, all final exams are currently being delivered through ProctorU, which has an approximate fee of $35 involved. There will be more information in your course shell, on how to apply, if your course has a final exam.

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 final mandatory exam.

Assignment 1: Writing a Research Proposal in APA Style 5%
Assignment 2: Secondary Research 10%
Assignment 3: Focus Group Researc 10%
Assignment 4: Survey Research 10%
Assignment 5: Research Report 10%
Assignment 6 (Reflective Summary 10% and Discussion 5%) 15%
Final exam * 40%
Total 100%

* Mandatory

Open Learning Faculty Member

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.

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