MKM701 - Applied Marketing Research

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Last revision date May 25, 2020 12:16:31 AM
Last review date Aug 3, 2020 12:15:03 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. 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.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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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 Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.