Marketing Research and Planning

Marketing research takes many forms and provides an organization with ways to obtain information used in business decision-making. Marketing research can provide insight into specific consumer segments and uncover ways to communicate with each group to achieve a desired action. In this course learners become familiar with the key terminology and fundamental tools used in a proper research design. They will examine research problems, develop sound objectives/questions, determine appropriate methods (types and tools), and analyze findings to make recommendations. They will also develop and conduct a basic research study and present a final report. Additionally, this course will explore the legal environment surrounding marketing communications in Canada. This involves an examination of the federal and self-regulatory standards in place to protect consumers to build confidence and trust in marketing communications.