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 12 lessons that examine the following topics:
- 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
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.
To learn more about assignments and examinations, please refer to Athabasca University’s online Calendar.
Materials
Digital course materials
Links to the following course materials will be made available in the course:
Callegher, J., & Langschmidt, T. (2021). Marketing research for marketers. Pearson Canada Inc. ISBN 9780135370490, 0135370493
Other Resources
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 420 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