Overview
Marketing research takes many forms and gives organizations a way to obtain information about their customers. Such information is used primarily for making marketing decisions, so marketing research can be an important strategic tool. Furthermore, marketing research allows an organization to determine the needs and wants of its customers and how those needs and wants might be best satisfied.
MKTG 466 identifies different sources of marketing research data, examines processes for collecting and analyzing research data, and demonstrates methods for preparing and presenting marketing research reports. The course is intended to raise your awareness of the importance of marketing research, transform you into an educated consumer of marketing research, and give you the tools you need to perform basic marketing research.
Outline
MKTG 466 consists of an introductory lesson, and then 12 lessons that examine the following topics:
- Introductory Lesson
- Lesson 1: What is Marketing Research?
- Lesson 2: Marketing Research Ethics
- Lesson 3: Requesting and Designing Research
- Lesson 4: What is Secondary Research?
- Lesson 5: What is Sampling?
- Lesson 6: Qualitative Marketing Research
- Lesson 7: Quantitative Marketing Research
- Lesson 8: Questionnaire Design
- Lesson 9: Quantitative Data Analysis and Interpretation–Part 1
- Lesson 10: Quantitative Data Analysis and Interpretation–Part 2
- Lesson 11: Social Media Analytics
- Lesson 12: Communicating the Results of Marketing Research
Learning outcomes
After completing MKTG 466, students will be able to
- explain the role of marketing research in business decision-making.
- describe the difference between quantitative and qualitative marketing research.
- create marketing research objectives and research questions based on a management problem.
- state the importance of conducting ethical research.
- prepare a detailed research request.
- distinguish between internal and external secondary data.
- distinguish among various probability and non-probability sampling techniques.
- create different types of research survey questions.
- collect and analyze data.
- write a research report.
Evaluation
To receive credit for MKTG 466, you must achieve a minimum grade of 50 percent on the Final Examination and an overall grade of D (50 percent) or better for the entire course. You are advised not to attempt the Final Examination until you have received feedback on all three parts of the Research Project.
| Activity | Weight |
| Lesson activities | 30% |
| Research Project - Assignment 1 (Research Background) | 10% |
| Research Project - Assignment 2 (Research Design) | 15% |
| Research Project - Assignment 3 (Research Report) | 20% |
| Final Examination | 25% |
| Total | 100% |
The final examination for this course must be requested in advance and written under the supervision of an AU-approved exam invigilator. Invigilators include either ProctorU or an approved in-person invigilation centre that can accommodate online exams. Students are responsible for payment of any invigilation fees. Information on exam request deadlines, invigilators, and other exam-related questions, can be found at the Exams and grades section of the Calendar.
Materials
Digital course materials
Links to the following course materials will be made available in the course:
Callegher, J., & Langschmidt, T. (2024). Marketing research for marketers. Pearson Canada Inc. ISBN-13: 9780138074784
Other Resources
Students must download a 30-day trial version of SPSS Statistics 24 software to complete two activities. We recommend students download the software trial only when instructed by lesson pages to ensure students can complete the course activities while the software is valid.
All other learning resources will be available online.
Challenge for credit
Overview
The challenge for credit process allows you to demonstrate that you have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university-level course.
Full information about challenge for credit can be found in the Undergraduate Calendar.
Evaluation
To receive credit for the MKTG 466 challenge registration, you must achieve a grade of at least D (50 percent) on the examination.
| Activity | Weight |
| Online examination | 100% |
| Total | 100% |
Challenge for credit course registration form