School of Business

Our Program

This Ontario College Graduate Certificate program can launch your career in the dynamic, fast-changing and growing marketing research industry. Students learn how people think, how and why people purchase items and what motivates people to behave the way they do. The program provides students with the employable skills to conduct marketing and opinion research in the public, and private sectors and on the international scene. The curriculum emphasizes the marketing research process including: research design; questionnaire construction; moderator's guide construction; data collection; data base construction; basic and intermediate statistical analysis and interpretation; and report writing skills. In addition, students become familiar with the scientific method of hypotheses testing and reaching conclusions to solve business problems.

Students in this program gain a substantial foundation in preparation to write the Marketing Research and Intelligence Association's examination to receive accreditation as a Certified Marketing Research Professional (CMRP).

This is a mobile learning program which engages students in a collaborative, mlearning environment which helps them become skilled, confident users of the technology they are expected to use in the workplace. Students are required to supply and use a laptop computer that meets minimum hardware and software specifications as outlined at http://mlearning.algonquincollege.com . Computers and supplies can be purchased directly from Algonquin's New Technology Store at educational rates.

SUCCESS FACTORS

This program is well-suited for students who:

• Possess good communication (written, verbal, technology) and interpersonal abilities.
• Can be self-directed in a team environment.
• Are well-organized and can work effectively under tight time constraints.
• Possess critical-thinking skills.
• Are curious and have an analytical nature.
• See themselves contributing as a team member in dynamic environments..
• Like analyzing and solving problems. . Enjoy a "hands-on" approach to learning about the marketing research industry.

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Your Career

Graduates may have opportunities to work in a wide variety of research settings across business public sectors.

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Courses

Programs at Algonquin College are delivered using a variety of instruction modes. Courses may be offered in the classroom or lab, entirely online, or in a hybrid mode which combines classroom sessions with online learning activities. Upon registration, each full-time student is provided an Algonquin email account which is used to communicate important information about program or course events.

Level: 01		Hours
MKT1201	Fundamentals of Marketing Research Marketing researh principles and understanding consumer behaviour are the foundation of the profession. This course lays the foundation and prepares students for more advanced study in the program. Students examine the most essential areas of marketing research, including public opinion research, research design, surveys, qualitative research, data collection and data quality. Students begin an exploration of statistical analysis software and basic statistical analysis.	45.0
MKT1202	Questionnaire Design Students are introduced to a pragmatic approach to the principles of questionnaire design. They learn the purpose, use and construction of questions, including open-ended, multiple choice, ranking, paired comparison, summated scales, product rating, attitude scales and demographic questions. Practical exercises and discussions allow students to create different types of questions for a variety of contexts and applications.	45.0
MKT1203	Qualitative Marketing Research Students discuss the most current theories and applications of qualitative research techniques in this course. Students learn about the key criteria in selecting a qualitative research design. They explore some of the latest research techniques being used in the world of qualitative research, such as focus groups, dyads, triads, mini-groups, depth interviews, projective techniques and moderating. Students develop budgets for, and review the benefits and drawbacks of using, qualitative research for advertising, idea generation, product development and customer/employee satisfaction.	45.0
MKT1204	Ethical Issues and Privacy in Marketing Research Marketing research relies on the collection of significant and personal information to be effective. To maintain professional integrity, market researchers must act in an ethical fashion and ensure the privacy of data being collected. Students learn about the roles and responsibilities of all stakeholders. They explore the impact of recent privacy legislation, Personal Information and the Electronic Documents Act (PIPEDA), on marketing research both in Canada and abroad.	45.0
MKT1205	Online Marketing Research Online environments and tools have had a dramatic impact on consumer behaviour and marketing. In this course, students map the market research process into online environments and identify the benefits and drawbacks inherent in the shift. Topics on the qualitative research side include online focus groups and bulletin board focus groups. Topics on the quantitative research side include online panels, sampling, questionnaire design and research standards. Learning activities encourage the exploration of these concepts.	45.0
QUA1206	Marketing Research Statistics and Data Analysis This applied theory course provides students with the principles and the tools of statistical reasoning and analysis. Students develop approaches to analyze data. Topics include sampling and weighting, probability, central tendency, variation, estimation, hypothesis testing, correlation analysis, statistical reasoning and interpretation and non-parametric statistics. Also, students analyze results of given and acquired data.	45.0

Level: 02		Hours
MGT1207	Marketing Management for Researchers Students obtain a comprehensive review of the marketing function and the role of research in marketing management. They learn how to interpret marketing research and how it is used to make more informed decisions. They learn how to manage the in-house research function, secondary research and get value for money in purchasing research. Students analyze case studies to identify marketing problems and use research results to make recommendations. Case studies include experiences with the public and private sectors, as well as those of non-governmental organizations.	45.0
MGT1208	Competitive Business Intelligence for Researchers Competitive business intelligence is the process through which businesses gather relevant and useful information about competitors and the competitive environment. In this course, students integrate competitive intelligence with their planning processes and decision making, converting the wealth of data and information into strong, quantitively defendable decisions. Throughout the course, students consider the needs of decision makers in the private, public and not-for-profit sectors.	45.0
MGT1213	Introduction to Field Work Students apply the knowledge gained in the program to individualized placements in the industry or in client-side organizations. Students assess their skills and competencies in order to prepare for interactions with professionals in the market research field.	15.0
MKT1209	Marketing Research Design In research, it often proves to be the case that collected data is only as good as the questions that are asked. Students explore the most important choices made in research design, such as the when to use qualitative versus quantitative approaches. Students learn about traditional research designs used in marketing research, such as observation, hypothesis testing, experimental design and modelling. Students develop criteria for selecting the best design for specific research needs. Once the key theoretical concepts are reviewed, they are applied in design-oriented case studies.	45.0
MKT1210	International Marketing Research Marketing research in the global and intercultural context is an important principle for market researchers as the breadth of product penetration expands. Students develop an appreciation for the principles of doing research on an international and intercultural level. The challenges of conducting research in major markets, such as the United States, Europe and Asia are also discussed. Students review the European Society for Opinion and Marketing Research (ESOMAR) standards. The learning activities include case studies to focus on the international aspects of marketing research.	45.0
MKT1211	Research for Core Industries Students discover how marketing and public opinion research contributes to four major sectors: the Government of Canada, tourism, high technology and a variety of associations (not-for-profit sector). Students learn, through case studies, the role of research techniques, and secondary data in the examination of current, and emerging issues and trends for each sector. Techniques explored include intercepts syndicated research, advertising research, customer satisfaction research, business to business surveys, Internet panels, observation and syndicated research. Research topics include policy, procurement and communications.	45.0
QUA1212	Advanced Techniques for Marketing Research Building on existing analysis techniques, students explore multivariate analysis, which includes a range of techniques that measure different types of relationships. Discussions and exercises address the selection of the appropriate technique for each situation, the purpose of each technique, the interpretation of the results and the problems commonly encountered with each technique. Prerequisites: QUA1206	45.0

Level: 03		Hours
FLD1214	Field Work In this field work course, students apply the academic knowledge they have acquired in the previous two semesters in a supervised workplace setting. Students work full-time for a professional organization (supplier or client-side). During the placement, students identify specific individual objectives, and receive practical experience in a professional workplace setting. The student's progress is monitored throughout their placement through contact with the employer and student. Faculty assist the student in finding their placement, however, the onus is on the student to secure the field placement. Prerequisites: MGT1213	480.0

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Fees & Expenses

Approximate Program Costs

Tuition/Fees: $ 4,907
Books/Supplies: $ 1,200
Incidental Fees: $ 0
Total: $ 6,107



Tuition Fees listed are in effect for the 2011-2012 academic year.

Tuition Fees: $1,639.40 per term in Levels 01 and 02 and $350 in Level 03.
Information Technology Fee: $62 per term. *

Mobile Computing Fee: $150 per term. **

Student Activity/Sports Fee: $190.50 per term in Levels 01 and 02 and $20.80 in Level 03.

Student Centre Building Fee: $17.50 per term in Levels 01 and 02.

Health Service Fee: $10 per term.

Health Plan Fee: $114.50 paid once annually. ***

A $35 graduation fee is payable in the final term.

A $25 transcript fee is payable in the first term a student attends Algonquin College.

International Students pay all relevant Canadian fees plus an International Premium of $3,600 per term.

* Students paying the Information Technology fee are provided with a network account, an email address, and Internet access. For more information please visit our website at www.algonquincollege.com/its/services/it_fee.htm

** The Mobile Computing Fee covers the costs associated with providing various services to students registered in a mandatory laptop programs.
*** Students who have coverage with another plan can request a refund by supplying the Students' Association with documentation supporting the
request. This request will have to be made annually.

Books and supplies cost approximately $1,200 for the program and can be purchased in the campus bookstore.

Field trip expenses are approximately $600.

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Admission Requirements  2012/20132011/2012

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Application Information

Applications to full-time day programs must be submitted with official transcripts showing completion of the academic admission requirements through:

ontariocolleges.ca
60 Corporate Court
Guelph, Ontario
N1G 5J3
1-888-892-2228

Applications are available online at ontariocolleges.ca. A $95 fee applies.

Applications for Fall Term, Winter Term and Spring Term admission received by February 1 will be given equal consideration. Applications received after February 1 will be processed on a first-come, first-served basis as long as places are available.

International applicants applying from out-of-country can obtain the
International Student Application Form at
https://xweb.algonquincollege.com/FormIE/index.aspx or by contacting the Registrar's Office.

For further information on the admissions process, contact:

Registrar's Office
Algonquin College
1385 Woodroffe Ave, Room C150
Ottawa, ON K2G 1V8
Telephone: 613-727-0002
Toll-free: 1-800-565-4723
TTY: 613-727-7766
Fax: 613-727-7632
Email: askalgonquin@algonquincollege.com

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Additional Information

For more information, please contact Martin Taller, Program Coordinator, at 613-727-4723 ext. 6139 or tallerm@algonquincollege.com.

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