Marketing Research & Analytics

Course Code: MKTG 203

Academic Year: 2020-2021

This 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 in providing information needed by decision-makers. Marketers must understand their client's needs and the role of marketing research as a valuable tool in the marketing process. This course emphasizes the challenge to be competitive in today's 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. Please note that students who choose to take an online section of this course must write the final exam in person, at either the Humber North or Lakeshore campus, or, if located more than 100km from the campus, through an approved proctoring facility. Any costs associated with this are the sole responsibility of the student.