MKM701 - Applied Marketing Research

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Last revision date 2018-01-26 21:55:08.442
Last review date 2018-01-26 21:55:08.442

Subject Title
Applied Marketing Research

Subject Description
The emphasis of this subject is on marketing research as an integral part of management decision-making. Through applied research in a field situation, students gain an understanding of the required steps in designing a research study to yield relevant, timely, applicable, and accurate information. Students also gain experience in applying research concepts and methods to current management problems. The subject will be user oriented. Students learn to determine the marketing information needs of management, to obtain and to communicate that information.

Credit Status
One Credit toward the Marketing Management Ontario Graduate Certificate Program.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Interpret how different types of marketing problems/opportunities are reviewed to yield applicable marketing research objectives, hypotheses and sample frames; integrate this into the marketing management decision
2. Identify the characteristics and differences between primary versus secondary research; qualitative versus quantitative research; descriptive versus causal versus exploratory research techniques; then select the most
    appropriate technique/method that exemplifies industry-sourced Research Ethics standards.
3. Design a detailed, comprehensive research methodology/plan, integrating marketing problem/decision requirements and realistic project constraints.
4. Create an original written formal Research Brief and an appropriate original measurement instrument ie a Survey Questionnaire.
5. Conduct full data interpretation and propose appropriate recommendations and conclusions on which to base marketing management decisions.
6. Demonstrate mastery of sampling principals including connecting samples sizes to research project needs, recognizing the statistical significance of findings to better assess the reliability and risk of data interpretation.
7. Create and refine a full formal marketing research report and communicate it in a professional manner.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Manage the use of time and other resources to complete projects.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.