MRT287 - Marketing Research I

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Last revision date Jul 13, 2020 12:30:00 AM
Last review date Jul 13, 2020 12:30:00 AM

Subject Title
Marketing Research I

Subject Description
This course introduces students to the methods used by marketing research to support responsible marketing-related business decisions.  Students gain an understanding of the required steps in designing a market research study to yield relevant, timely, applicable and accurate information in a way that is ethical, professional and builds shareholder value for the enterprise.  Students learn the advantages, disadvantages and best-fit situations for research methodologies, including practices used in secondary research, to capture appropriate stakeholder data to guide enterprise decision making.

Credit Status
1 credit (3 units)
Required for BMRK – Honours Bachelor of Commerce – Marketing

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


1.     Identify opportunities for marketing research when faced with marketing challenges

2.     Write marketing research objectives derived from marketing research problems

3.     Evaluate research methods to support meeting objectives

4.     Design research instruments to support a marketing research question

5.     Assess data collected through in-depth secondary research investigations to address a marketing problem, opportunity or dilemma

6.     Present secondary research in adherence with academic integrity guidelines

7.     Supervise qualitative exploratory research

8.     Prepare a market research brief, with secondary research support, a timeline and budget constraints that adhere to ethical guidelines

9.     Present exploratory research results, limitations and recommendations to a research sponsor

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.

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.

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.

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