Lifelong Learning for a Brighter World

Ngoc Nguyen, McMaster University Continuing Education Marketing graduate Ngoc Nguyen, McMaster University Continuing Education Marketing graduate


There's marketing in everything.

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*Not applicable for Digital Marketing concentration

MKT 104 - Market Research C01

Academic Credit Value:
3 units
Course Delivery Mode:
Hours of Study:
39 hours
Course Prerequisite(s):
Course Anti-requisite(s):
Instructor Name:
Glenn Smith
Course Dates:
05/06/2019 - 08/19/2019

Required Course Materials:
“Modern Marketing Research Step-by-Step” by Dr. Chuck Chakrapani with Ken Deal; Revised edition 2011 (Only available for download at )
Optional Course Materials:
Course Description:

Marketing Research is an exciting and important business function and critical to the marketing strategy process.  This course introduces students to the essentials of marketing research and how research supports better business decisions.  You will be introduced to topics such as:

  • Marketing Strategy
  • Marketing Research
  • Competitive Analysis
  • Buyer Behaviour
  • Target Markets
  • Market Segmentation
    Survey Design
  • Sampling
    Descriptive Statistics
  • Validity, Reliability, and Bias

This course follows the marketing research process: planning, collection, data analysis and presentation relevant to marketing decisions.

The course is taught with a combination of lectures, case studies, assignments, and discussions. There will be a mid-term and final exam to test the understanding of materials. A marketing research proposal is an integral part of the course. As part of this project, you will work in a group to create and present a Marketing Research proposal for a company.

Learning Outcomes:

Upon successful completion of this course, students will demonstrate the ability to:

  • pose a well-defined marketing research problem;
  • assess the effectiveness of different marketing research techniques to address a business problem;
  • create a market research proposal;
  • design and evaluate a survey questionnaire or focus group;
  • assess the reliability and validity of results;
  • discuss the ethical and legal responsibilities of marketing researchers; and
  • leverage time management, organizational, communication and research skills while working in a team.
Course Evaluation


Method of Evaluation

Individual Component

                2x individual "mini" presentations                 20% (at 10% each)

                Midterm exam                                                  20%

                Final exam                                                        25%

                Class participation                                           10%

Group Component

                Proposal presentation                                     25%

                Total                                                                 100%


Individual Component

Individual Presentations

Short student presentations will be used to explore how marketing research is used in current business situations and how the media presents marketing research findings.

Mid-term and final exams

Exams consist of business scenarios highlighting concepts from materials covered to date.  The questions test students’ understanding of the key issues in the scenarios and ability to apply the course concepts to those issues.  

Class participation

This course utilizes current events and cases to apply key concepts.  Each student is expected to come fully prepared and participate in in-class discussions and break-out groups. The student’s participation grade depends on level of preparation, participation in and contribution to class learning, and most importantly, supporting group effectiveness.

Group component

Marketing Research Proposal

Students work in groups (# of group members based on total class size). The group will create a marketing research proposal for a company (company details provided in class) and present the proposal to the class on the assignment date and time.  

Proposal Presentation

Each group will be allotted 20-30 minutes to present their research proposal with 10 minutes for questions and discussion. The presentation in MS PowerPoint with a maximum of 25 slides (not including title and appendices) is worth 30%.  It is expected the proposal cover:


a.                   overview of the marketing problem;

b.                   key issues present in the industry;

c.                   research questions and objective(s);

d.                   data to be collected;

e.                   specific hypothesis to be tested (independent and dependent variables outlined);

f.                    recommended method of data collection (primary and secondary);

g.                   focus group and/ or questionnaire design, if applicable;

h.                   sampling plan if applicable;

i.                    implementation plan (timing and key deliverables); and

j.                    relative budget.

The printed proposal is due by 6:30 P.M. in class on the assigned date.  The presentations will take place at the assigned date and time.  Failure to meet the deadline will result in a penalty of one letter grade, e.g., A+ to A, for each day late.  

All work must be produced on a computer.  Nothing hand written will be accepted.  You will need to submit a printed and stapled paper copy (no binders) of the proposal presentation in advance of the oral presentation.  Questionnaires may be submitted on 8 ½ x 14 paper.

This course emphasizes the effective communication of data and insights.  The proposal will be evaluated in terms of substantive content as well as communication effectiveness.

Course Format:

This course emphasizes student participation in classroom discussions. It is expected that students will read the assigned chapters from the text prior to each class.  Classroom time will not be used to review the text only.


Assignment Submission:
Late Coursework:
Late assignments will be subject to a 2% per day late penalty (includes weekends and holidays) for up to seven (7) days. After this date, no assignments will be accepted and a grade of zero (0) will be applied.  Extensions for course work must be approved by the instructor before the due date (see Academic Regulations below), and will be granted for illness or emergencies only. Students may be asked to submit supporting documentation for an extension request. 

Policy & Procedures:

Academic Regulations (Attendance, Coursework, Tests/Exams):

In accordance to McMaster University’s General Academic Regulations, “it is imperative that students make every effort to meet the originally scheduled course requirements and it is a student’s responsibility to write examinations as scheduled.” Therefore, all students are expected to attend and complete the specific course requirements (i.e. attendance, assignments, and tests/exams) listed in the course outline on or by the date specified. Students who need to arrange for coursework accommodation, as a result of medical, personal or family reasons, must contact the course instructor within 48 hours of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager/Program Associate at CCE to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours of the originally scheduled test/exam, as per policy. Failure to contact the course instructor, in the case of missed coursework, or the Program Manager/Program Associate, in the case of a missed test/examination, within the specified 48 hours window will result in a grade of zero (0) on the coursework/exam and no further consideration will be granted.

*Note: Supporting documentation will be required but will not ensure approval of accommodation(s).

Academic Integrity

(Please note that CCE will adhere to a zero tolerance application of the policy)

You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity.  Academic dishonesty is to knowingly act or fail to act in a way that result or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: “Grade of F assigned for academic dishonesty”), and/or suspension or expulsion from the university.

It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at

The following illustrates only three forms of academic dishonesty:
1. Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained, including copying solution sets.
2. Improper collaboration in group work.
3. Copying or using unauthorized aids in tests and examinations.

Academic Accommodations:
Students who require academic accommodation should contact Student Accessibility Services (SAS).  Staff at SAS will evaluate your learning needs and, if required, will provide a letter for the course instructor. It is the student’s responsibility to inform the instructor and Program Manager of any accommodation requirements at the start of the course.  For more information, contact SAS at ext. 28652 or visit
On-line Elements:
Material for this course may be accessed through McMaster's new learning system, Avenue2Learn (A2L). Your instructor will notify you if, or when, you will be required to login and use the tools and materials available through this on-line system. Computers are available for use in various locations across McMaster main campus including all libraries and Computer Labs.
To access Avenue to Learn go to: .  You will be required to enter your MAC ID (login and password). To activate your MAC ID, contact University Technology Services.
Course Changes:
Course Withdrawal Policy:
7 Days before the last scheduled class, is the last day to withdrawal to avoid academic penalty.  For the McMaster CCE refund policy, please visit /drop-policy
Storm Closure Policy:
In the event of inclement weather, the Centre for Continuing Education will abide by the University’s Storm Closure Policy:, and will only close if the University is closed. All in-class courses, exams and room bookings by internal and external clients will be cancelled if the Centre for Continuing Education is closed. On-line courses will take place as scheduled.
Grading Scale:


Grade Point

Equivalent Percentages








































Course Schedule:





What’s Due


Course overview

Role and value of Marketing Research




What is the marketing research process?




When to use what data and why

How to find and use secondary data


Proposal requirements outlined and groups assigned



Make the data talk – create effective fact-based presentations




How to carry our qualitative research




How to design a questionnaire

Mid-course summary




Mid-term exam (1.5 hours)

Measuring attitudes, behavior, and traits (covered after break)


Mid-term exam (Chapters 1-6)


Managing the research

Knowing the responsibilities of the researcher





Analyzing the data




Presentation of findings

Researching common marketing problems





Introduction to multivariate analysis


Written proposal presentation due (paper copy)

Proposal presentations



Final exam review


Proposal presentations


Final exam


Final exam (inclusive)