Applied Market Research
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 45.0
Credit Value: 3.5
Credit Value Notes: N/A
Effective: Fall 2017
Prerequisites: BUSM70011
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Marketing & Sales Certificate
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 20170905_00
Status: Approved (APPR)

Section I Notes: This is a Humber College course that is offered through Sheridan FCAPS. Students who register for the course through Sheridan will receive credit from Sheridan College only. Access to the course materials will be through

Section II: Course Details

Detailed Description
The Marketing Research course provides a framework of fundamental research methods including traditional quantitative tools and qualitative applications. In this course students will understand the interrelationship among the parts of the research process to gain the appropriate degree of confidence in a particular research result. Current research practices and processes including trends in technology assisted research are assessed in their ability to address the challenges facing Canadian market researchers. Marketers must understand their clients needs and the role of marketing research as a valuable tool in the marketing process. This course emphasizes the challenge to be competitive in todays rapidly changing global marketplace in order to be, cost-effective, accurate and timely in making marketing decisions. Real world applications will be addressed to provide learners with the opportunity to apply the research process.

Program Context

Marketing & Sales Certificate Program Coordinator(s): N/A

Course Critical Performance and Learning Outcomes

  Critical Performance:
Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

  1. Describe the role of marketing research to assist in business decision-making and the step by step process required to gather market information.
  2. Demonstrate the ability to obtain timely secondary research information and statistical data using selective databases and the Internet to provide decisive background information to support marketing research assignments.
  3. Analyze the efficiency and accuracy of Internet applications in marketing research to collect data as demonstrated in practical application.
  4. Demonstrate primary data collection methods by conducting a research study using appropriate data collection tools to analyze findings.
  5. Differentiate between qualitative and quantitative marketing research methods and be able to recommend when each is appropriate to provide business with competitive intelligence.
  6. Write a research proposal identifying research objectives and methodologies to provide information that will aid management decision making with regard to a specific situation/problem.
  7. Competently select types of measurement/attitude scales for inclusion in a questionnaire.
  8. Design a quantitative research questionnaire which clearly, concisely and correctly structures and sequences questions to meet research objectives.
  9. Discuss the issues and determinants in creating a sampling plan.
  10. Accurately record and assess research findings, formulate conclusions, and clearly communicate recommendations in a research report.
  11. Strategize recommendations and decisions that reflect the current business environment and make a commitment to sustainable business practices.
  12. Competently conduct an oral presentation summarizing a research study and utilize computer technology to highlight and emphasize significant points.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: ONLINE
 Midterm Examination10.0%
 Final Examination (In-person)10.0%
 Research Proposal10.0%
 Research Study25.0%
 Presentation Generic Skills5.0%

Evaluation Notes and Academic Missed Work Procedure:

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:


Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

  • Other
    Notes:  This course is delivered through OntarioLearn at and is hosted by (Humber College) HU-MKTG203.

Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Instruction Mode: Online
Professor: Multiple Professors
RequiredTextbookEssentials of Marketing Research, Babin, Cengage Learning, 6th, ISBN 9781305263475, 2015, (w/2 Access Cards)

Applicable student group(s): All
Course Details:

Unit 1: Role of Marketing Research

  • What is Marketing Research
  • Importance of Marketing Research
  • Applied Research
  • Basic Research
  • CRM and Marketing Research
  • Marketing Mix
  • Assignment Research Activity chapter 1

Unit 2: Secondary Data Collection

  • Ethical Issues in Marketing Research
  • Marketing Research Suppliers and Contractors
  • Using Secondary Data in Marketing Research
  • Fact Finding
  • Databases

Unit 3: Iceberg Principle

  • Define the Iceberg Principle
  • Importance of Understanding
  • Examples

Unit 4: Research Process

  • Types of Marketing Research
  • Stages in the Marketing Research Process
  • Research Objectives
  • Planning the Research Design

Unit 5: Qualitative Research

  • What is Qualitative Research
  • Qualitative vs Quantitative
  • Qualitative / Exploratory Research
  • Ethnography
  • Common Techniques

Unit 6: Focus Group

  • Advantages of Focus Group
  • Planning a Focus Group
  • Focus Group Moderator
  • Projective Techniques
  • Disadvantages of Focus Groups
  • Technology and Qualitative Research

Unit 7: Research Proposal

  • Importance of the Research Proposal
  • Assessing a Research Idea
  • Content Required in the Research Proposal
  • Hypothesis Statement
  • Sample Research Proposal

Unit 8: Quantitative Research

  • What is Quantitative Research
  • Survey Research
  • Advantages and Disadvantages
  • Sources of Error
  • Quantitative Personal Interviews
  • Self-Administered Surveys
  • E-Mail Surveys
  • Ethical Issues in Survey Research
  • Quantitative Marketing Research Study 15% (to include: Questionnaire Design, Survey Administration and Data Analysis)

Unit 9: Observation Research

  • What can be observed
  • Human Behavior
  • Ethical Issues
  • Monitoring Website Traffic
  • Camera Surveillance

Unit 10: Questionnaire Design

  • Basic Considerations in Questionnaire Design
  • Close-Ended vs Open-Ended Questions
  • Fixed Alternative Questions
  • Simple Dichotomy
  • Multiple Choice
  • Frequency Determination
  • Checklist
  • Phrasing of Questions
  • Likert Scale
  • Semantic Differential
  • Graphic Rating
  • Behavioral Intention
  • Avoiding Mistakes
  • Pretesting Questionnaire

Unit 11: Sampling Procedures

  • Why sample
  • Type of Samples
  • Defining the Target Population
  • The Sampling Frame
  • Sampling Error
  • Probability vs Non Probability
  • Convenience Sample
  • Judgment Sample
  • Quota Sample
  • Simple Random Sampling
  • Stratified Sampling
  • Cluster Sampling
  • Multistage Sampling

Unit 12: Coding & Editing Data

  • Definition Coding
  • Importance of Data Editing

Unit 13: Formulating Conclusions

  • Frequency Tables
  • Pie Charts
  • Line Graphs
  • Bar Charts
  • Where to Use a Histogram
  • Cross-Tabulation
  • Statistical Terms: Frequency, Mean, Median, Variance, Intervals

Unit 14: Research Report

  • Marketing Research Report Format
  • The Oral Presentation Displays Marketing Research Knowledge
  • Effective PowerPoint
  • Research Team Cooperation
  • Effective Presentation Skills
  • Research Study Report – 15%
  • Presentation – 10%

Unit 15: Unit Assessment

  • Final Exam – 32%


Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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