MRK455 - Applied Marketing Research

Outline info
Last revision date 2018-07-20 13:51:01.927
Last review date 2018-07-20 13:51:11.291

Subject Title
Applied Marketing Research

Subject Description
The emphasis of this subject is on marketing research as an integral part of management decision making. Students will gain an understanding of the required steps in designing a research study to yield relevant, timely, applicable, and accurate information. Students will also gain experience in applying research concepts and methods to current management problems. Data interpretation and recommendations based on evidence will also be a key focus. The subject will be user oriented. Students will learn to determine the marketing information needs of management, to obtain the appropriate information, to objectively interpret the information and to effectively communicate that information. 

Credit Status
MRK455 is a one full credit subject.

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

1. Evaluate the role of Marketing research in the marketing management decision process and market analysis.
2. Design a full and formal marketing research project to aid in the marketing management decision making process
3. Propose appropriate methodologies to help solve marketing issues.
4. Construct appropriate measurement instruments that effectively address marketing problems
5. Formulate evidence based conclusions and recommendations to help management better interpret and act upon    
    marketing research results.
6. Demonstrate effective interpersonal and communication skills.

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.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

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.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

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

Take responsibility for one's own actions, decisions, and consequences.

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.

MRK106, MRK200 

Topic Outline

  • Role of Marketing Research
  • Marketing Research Process
  • Problem Definition
  • Exploratory Research and Qualitative Analysis
  • Secondary Data Research
  • Survey Research
  • Observation
  • Measurement
  • Questionnaire Design
  • Sampling Design and Procedures
  • Data Collection
  • Data Analysis and Statistics
  • Communicating the Results

Mode of Instruction
A combination of teaching methods will be utilized which may include lectures, case studies, discussions, group and individual work.


This course is delivered online.  This may involve the use of digital materials and/or a text, group discussions, interaction with your instructor and online activities.

Prescribed Texts
Title:          Effective Marketing Research in Canada
Edition:      1st Canadian Edition
Author:       Zikmund, Bodur.
Publisher:  Thomson Nelson
ISBN(10):   0-17-625208-8     
ISBN(13):   978-0-17-625208-3

Reference Material

Required Supplies

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.

In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.

Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:   http:/

Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.

English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this course in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.

Grading is based on the following marking scheme:

In-Class; and Online Delivery through Centre for Distance Learning (cFLEX)

Community Assignments (4 x 5%) 20%
Individual Assignments (2 x 15%) 30%
Mid-term test 20%
Final Exam 30%


Academic Program Manager:
Emiliano Introcaso

Approved by: Academic Program Manager Emiliano Introcaso