Market Research MKTG-224

Course Name:	Market Research
Course Number:	MKTG-224
Category:	Business
Description	The Marketing Research course will introduce you to marketing research as a valuable tool in problem solving and decision-making in a business environment. The course will cover vital topics such as defining research problems and establishing research objectives, formulating the research proposal, research design, and qualitative research methods; data analysis for descriptive purposes, data collection and basic statistics, and more. As you learn these topics, you will become familiar with a wide variety of marketing research methods and techniques, and will be taught the statistical background needed to gain confidence in a particular research result. During the duration of Marketing Research, you will complete four assignments (on proposal writing, methodology, questionnaire design and data analysis) as well as a comprehensive final test. Among the course learning outcomes will be the ability to: •Describe the role of marketing research in strategic management; •List the steps in the marketing research process; •Identify marketing issues and develop appropriate marketing research objectives to address these issues; •Compare and contrast exploratory, descriptive, causal, primary, secondary, qualitative and quantitative research; •Justify appropriate research methods based on the nature of the marketing issue and the research objectives identified; •Develop effective data collection instruments; •Compare and contrast appropriate sampling methods to meet specific research objectives; •Select sample sizes, confidence intervals (margins of error) and confidence levels; •Appraise a data set relative to hypotheses to be tested; •Analyze results and make actionable recommendations; •Summarize key findings based on data analysis; •Design a research proposal and a research report.
Notes	For print-based and online courses, see our Distance Learning section, or call 416-289-5000, ext. 2555. This course is offered in both CE and Distance Learning formats. For further information regarding Distance Learning, visit www.centennialcollege.ca/dl or email online@centennialcollege.ca.
Associated Programs	7278 - Business Management - Marketing 7298 - Business Management - International 7373 - Business Management - Sales
Pre-requisities	Requires the following prerequisite(s): MKTG-116 - Principles of Marketing Or permission of department