MKM701 - Applied Marketing Research

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Last revision date Sep 28, 2015 12:00:47 AM
Last review date Dec 7, 2015 12:15:00 AM

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. Integrate the marketing research function into the flow of marketing management decision making.

2. Fully define and understand the different types of marketing problems/opportunities. Determine applicable marketing research objectives derived from marketing research problems and integrate them into the marketing management decision process.

3. Assess exploratory, descriptive, and causal information requirements and conduct effective market analysis.

4. Identify and compile the characteristics and differences between primary versus secondary research; qualitative versus quantitative research; descriptive versus causal versus exploratory research techniques; then select and apply the most appropriate technique/method.

5. Apply the most appropriate fieldwork methodology.

6. Design a detailed, comprehensive research methodology/plan integrating marketing problem/decision requirements.

7. Create an original written formal marketing research proposal.

8. Create/Design appropriate measurement instruments, e.g. Questionnaires

9. Understand, select, apply and conduct the most appropriate sampling and statistical techniques and applications.

10. Apply, and conduct the most appropriate method of basic data analysis/simplification/organization including data editing, tabulation, coding, and cross tabulation.

11. Conduct full data interpretation with appropriate recommendations and conclusions on which to base marketing management decisions.

12. Create, design, present, and write a full formal marketing research report.

13. Demonstrate effective interpersonal relationship skills.

14. Communicate effectively in a professional manner with both internal and external clients/customers/team members.

15. Demonstrate basic skills in the use of relevant software/technology.

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.