Sheridan Course Outlines

Land Acknowledgement

Sheridan College resides on land that has been, and still is, the traditional territory of several Indigenous nations, including the Anishinaabe, the Haudenosaunee Confederacy, the Wendat, and the Mississaugas of the Credit First Nation. We recognize this territory is covered by the Dish with One Spoon treaty and the Two Row Wampum treaty, which emphasize the importance of joint stewardship, peace, and respectful relationships.

As an institution of higher learning Sheridan embraces the critical role that education must play in facilitating real transformational change. We continue our collective efforts to recognize Canada's colonial history and to take steps to meaningful Truth and Reconciliation.

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 OntarioLearn.com.

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
N/A

Course Critical Performance and Learning Outcomes

	Critical Performance:
	N/A

Learning Outcomes:

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

Describe the role of marketing research to assist in business decision-making and the step by step process required to gather market information.
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.
Analyze the efficiency and accuracy of Internet applications in marketing research to collect data as demonstrated in practical application.
Demonstrate primary data collection methods by conducting a research study using appropriate data collection tools to analyze findings.
Differentiate between qualitative and quantitative marketing research methods and be able to recommend when each is appropriate to provide business with competitive intelligence.
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.
Competently select types of measurement/attitude scales for inclusion in a questionnaire.
Design a quantitative research questionnaire which clearly, concisely and correctly structures and sequences questions to meet research objectives.
Discuss the issues and determinants in creating a sampling plan.
Accurately record and assess research findings, formulate conclusions, and clearly communicate recommendations in a research report.
Strategize recommendations and decisions that reflect the current business environment and make a commitment to sustainable business practices.
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 Examination	10.0%
	Final Examination (In-person)	10.0%
	Assignments/Activities	40.0%
	Research Proposal	10.0%
	Research Study	25.0%
	Presentation Generic Skills	5.0%
	Total	100.0%

Evaluation Notes and Academic Missed Work Procedure:

N/A

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 ontariolearn.com 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
Resource(s):

	Type	Description
Required	Textbook	Essentials 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

It is recommended that students read the following policies in relation to course outlines:

Academic Integrity
Copyright
Intellectual Property
Respectful Behaviour
Accessible Learning

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

Appropriate use of generative Artificial Intelligence tools: In alignment with Sheridan's Academic Integrity Policy, students should consult with their professors and/or refer to evaluation instructions regarding the appropriate use, or prohibition, of generative Artificial Intelligence (AI) tools for coursework. Turnitin AI detection software may be used by faculty members to screen assignment submissions or exams for unauthorized use of artificial intelligence.

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. 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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