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Survey Design and Data Analysis
FRE 518
Instructor: Dr. Kelleen Wiseman
Office: MCML 352
Office Hours: Monday TBA
Class Schedule: Mon, Wed 10:30am - 12:00pm
Classroom: MCML 258
Important Course Pages
Lecture Notes
Course Discussion

Course Description

This course focuses on exploring the methods and techniques in applied survey research and data analysis with concentration on the food, agribusiness and resource sector. Content includes the design of questionnaires, best practices of conducting surveys, sample selection and design, compiling and organizing data, survey data analysis using Excel, writing reports and managing the research process.

Course Format

As a 1.5 credit course, the course will be structured as thirteen 1 ½ hours classes provided throughout the January to April term. The draft schedule for course lectures is as follows:
January 4, 9, 11, 16, 18, 23 – Mon/Wed 10:00 – 11:30 (six 1.5 hour classes)
February no classes – Students will have time to work independently on survey case project
March 6, 8, 13, 15, 20, 22 - Mon/Wed 10:00 – 11:30 (six 1.5 hour classes)
April 3 - Mon/Wed 10:00 – 11:30 (one 1.5 hour classes) Presentations

Course Goals

Module Upon completion of this course, students should be able to complete the following:
Market Research Design
  • Clearly articulate and utilize the market research process and objectives
  • Identify and develop a well-defined research question that acts as a guide in the market research process
  • Identify and assess the qualitative and quantitative market research options as they relate to the research question
  • Articulate and apply approaches to sample design and selection that support quality data and results and minimizes potential sampling errors
  • Develop a marketing research plan and study design for a given problem
Survey Development
  • Plan and design a survey questionnaire project
  • Create and conduct a survey, applying a wide range of survey, scale, and questionnaire techniques.
  • Develop evaluation knowledge and procedures to assess survey questions, format and process
  • Demonstrate best practices approaches to survey preparation, interpretation and analysis
Market Research Data Analysis
  • Understand and apply statistical analysis and pivot table techniques to survey data using Excel
  • Explain techniques and process of coding, tabulating and analyzing data
  • Conduct and present in table and graphics basic statistical analysis on the data
  • Utilize infographics software to present data in a value-added manner (i.e., tableau)
Professional Ethics and Communications in Market Research
  • Present key research results in an effective and concise manner that meets the requirements of those who use the information for business decision making.
  • Understand the business and ethical issues associated with survey based research
  • Communicate survey findings in an effective and professional oral and written format

Course Requirements and Grading (Draft)

Activity Percent of Grade
Survey Critique Project (Midway through term) 15%
Survey Research Project Final Presentation 10%
Survey Research Case 25%
Quantitative Data Analysis Project 15%
Final Exam (take home) 20%
Class Participation 15%
Total: 100%


Online textbook: Survey Methods and Practices, Statistics Canada, 2010. Readings – provided online

Class Protocol

You are in a professional UBC Master’s program and thus the class protocol and your actions needs to reflect this. Protocol items include the following:

  • Participation is important in this class, especially since all students bring important and interesting real-world experience to discussions. All students are expected to come to class having read the assigned readings and additional resources and be ready to engage in the materials.
  • Laptops are not necessary in the classroom. If you must have a laptop in class then manage your access so as to respect others and the instructor by focusing on the lecture.
  • Cell phone should be accessed only for time tracking. Texting in class is not professional!
  • Be on time for class. You are in a professional program – manage your time
  • Do not enter and exit the classroom during the class.
  • Pick up your nametag before each class and then drop it off after each class.
  • Please do not eat during class because it is distracting for others.


Dates Topic Readings
January 4, 9, 11, 16, 18, 23
  • Market Research process
  • Data Collection Methods: Qualitative & Quantitative
  • Survey Questionnaire Plan Development
  • Sampling Process
  • Questionnaire design, format and question development
  • Sampling size, error, error and design
  • Evaluation Frameworks for Survey
  • Chapter 2 The Marketing Research Process
  • Marketing Research Process: Six Stages
  • Chapter 2 Quantitative, Qualitative, and Mixed Research
  • Survey Methods and Practices Statistics Canada: Chapters 1, 2, 5
  • The Science of Asking Questions
  • Extra: Chapter 10: General Concepts of Measurement and Scaling
March 6, 8, 13, 15, 20, 22
  • Basic statistical analysis used in survey research
  • Data coding and analysis
  • Excel analytics for survey data: descriptive and statistical
  • Continued statistical analysis
  • Excel analytics for survey data: pivot tables and graphing
  • Report writing and presentation.
  • Ethics and Best Practices
  • Survey Methods and Practices Statistics Canada: Chapters 11
  • Analyzing qualitative data
  • Analyzing quantitative data
  • Excel for surveys
  • Survey Methods and Practices Statistics Canada: Chapter 12

Chapter 15 - Chapter 20

  • Survey Methods and Practices Statistics Canada: Chapters 6, 7, 8
April 3 Final Presentation and Final Exam