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Survey Design and Data Analysis
FRE 518
Instructor: Dr. Kelleen Wiseman
Email:, Phone: 604-822-9704
Office: MCML 352
Office Hours: 11:30 am to 12:30 pm Mon/Wed
Class Schedule:
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 market research process; design of questionnaires; best practices of conducting surveys, sample selection and design; coding and organizing data, survey data analysis using Excel/SPSS, ethic assessment and development of quality market research proposal, presentations and reports. If time permits, qualitative focus group process, conduct and data assessment will be covered.

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 Mon/Wed 10:30 – 12:00 (six 1.5-hour classes)
February No classes Students will have time to work independently on survey case project
March Mon/Wed 10:30 – 12:00 (six 1.5-hour classes)
April Mon/Wed 10:30 – 12:30 (one 1.5-hour classes) Presentations
Meetings: Ongoing regular meetings (2 to 3) with instructor and TA will be conducted throughout the term to support continued development of the questionnaire.
Labs: Two to three Excel/SPSS labs will be held in early March to support data analysis and assessment.


Textbook: Modern Marketing Research Step-by-Step (With Ken Deal), Revised Edition, 2011.
Readings: Readings and a set of discussion questions will be provided on Canvas.

Course Requirements & Grading (Draft)

Exams and Project Percent of Grade
Survey Research Project 20%
Survey Research Project Final Presentation 8%
Peer review (One time through term) 5%
Data Analysis Project 15%
Midterm Exam (in class) 20%
Final Exam (take home) 22%
Class Participation/In -Class Activities 10%

Survey Research Project & Presentation

The objective of this evaluation method is to develop and present a well-researched and well-organized survey questionnaire that allows students to apply the methods and techniques of applied survey research to a real-world setting in the areas of food, agribusiness or resources. Emphasis will be placed upon the research question identification, project proposal & data plan development; survey question design, flow and content presentation; application of best practices of survey design; and data and report planning. The survey research project group should ideally consist of two people who will work together as a team in developing all components of the research project and presentation.

Peer Review

Each group will be paired with another group and will be required to workshop and provide feedback on the research proposal and questionnaire. Details to the required meetings and feedback will be provided during the term.


MODULE Upon completion of this course, students should be able to complete the following:
Market Research Design
  • Identify and differentiate the approach, data collection methods, advantages & disadvantages and results of qualitative and quantitative market research options
  • Describe the pros, cons and suitability of select quantitative and qualitative data collection methods
  • 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
  • Articulate and apply approaches to sample design and selection that support quality data and results and minimizes potential sampling errors
  • Develop a marketing research proposal for a given question/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
Data Analysis
  • Understand and apply statistical analysis and pivot table techniques to survey data using Excel/SPSS/SAS
  • 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
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

If you are unable to write an examination, you must have a verifiable doctor note and must contact me before or immediately after the scheduled date and time and present documentation explaining your absence. If the excuse is considered legitimate, then the weight of the exam will be transferred to the final exam. There will be no makeup midterm examinations.

Data Analysis Project

Data will be provided to student groups. Students will be required to develop a research data plan, utilize excel/SPSS to conduct data analysis basis the data analysis plan and present these findings in a final report.

In-Class Activities

Six individual in-class activities will take place throughout the term. Material will be focused on the lectures, discussion, readings and textbook content. Activities will not be announced ahead of time and must be completed on your own in approximately 10 minutes and submitted in the class during which they were assigned. The marker for the course will grade these activities basis the rubric: 0 missing information/poor; 0.5 adequate but needs details/work; 1 satisfactory. Late submissions will not be not accepted. There are no do-overs or extra credit for missed activities. If you miss an activity for any reason, you will receive a grade of 0 in that activity. Your grade will be assessed using the best five grades of the six activities, with each question allotted 1 pt toward the total grade. Solutions to activities will be posted shortly after the in-class activity has been provided in class.

Class Participation

Topics will be explored via lecture notes, practice cases and assigned readings. Throughout the course, readings, cases and question will be assigned. Students are required to read, develop rough notes to answer assigned questions and be ready to present and discuss these topics on the defined dates.

A dynamic, actively participating class will learn far more and thus I look forward to your initiative; completion of assigned course readings, cases, and question; thoughtful analysis; and active learning during the course. Basic participation starts with attending all classes, advance reading and preparation for class and active engagement with the class content/participants. In addition, your overall participation mark will also be based on:

  • active participation in the course activities
  • accurate and detailed completion of assigned readings, questions and cases
  • respect for others' points of view in cooperative and collaborative learning environments

Participation Rubric (Martha L. Maznevski, 1996): Participation is graded on a scale from 0 lowest) through 4 (highest), using the criteria below.

Grade Criteria
1 (D grade)
  • Present, not disruptive.
  • Tries to respond when called on but does not offer much.
  • Demonstrates very infrequent involvement in discussion.
2 (C grade)
  • Demonstrates adequate preparation: knows basic case or reading facts, but does not show evidence of trying to interpret or analyze them.
  • Offers straightforward information (e.g., straight from the case or reading), without elaboration or very infrequently (perhaps once a class).
  • Does not offer to contribute to discussion, but contributes to a moderate degree when called on.
  • Demonstrates sporadic involvement.
3 (B grade)
  • Demonstrates good preparation: knows case or reading facts well, has thought through implications of them.
  • Offers interpretations and analysis of case material (more than just facts) to class.
  • Contributes well to discussion in an ongoing way: responds to other students’ points, thinks through own points, questions others in a constructive way, offers and supports suggestions that may be counter to the majority opinion.
  • Demonstrates consistent ongoing involvement.
4 (A grade)
  • Demonstrates excellent preparation: has analyzed case exceptionally well, relating it to readings and other material (e.g., readings, course material, discussions, experiences, etc.).
  • Offers analysis, synthesis and evaluation of case material, e.g., puts together pieces of the discussion to develop new approaches that take the class further.
  • Contributes in a very significant way to ongoing discussion: keeps analysis focused, responds very thoughtfully to other students’ comments, contributes to the cooperative argument-building, suggests alternative ways of approaching material and helps class analyze which approaches are appropriate, etc.
  • Demonstrates ongoing very active involvement.

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. All students are expected to come to class having read the assigned readings and additional resources and be ready to engage in the materials.
  • 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 name tag before each class and then drop it off after each class.
  • Please do not eat during class because it is distracting for others.

Academic Misconduct

The integrity of academic work depends on the honesty of all those who work in this environment and the observance of accepted conventions such as acknowledging the work of others through careful citation of all sources used in your work. Plagiarism - including self-plagiarism - and other forms of academic misconduct are treated as serious offences at UBC, whether committed by faculty, staff or students. You should be aware of the sections of the University Calendar that address academic integrity and plagiarism ( The UBC library also has a useful web-based Plagiarism Resource Centre that explains what plagiarism is and how to avoid it (

For this case, you will be required to submit the document in electronic form. The electronic material will be submitted to a service to which UBC subscribes, called TurnItIn. This service checks textual material for originality. It is increasingly used in North American universities. For more information, review TurnItIn online. Academic dishonesty can result in a failing grade on assignments, a mark on your transcripts, or even expulsion from the university.

Schedule* Draft schedule subject to change

Dates Topic
Six Classes Market Research Process

Research Design: Qualitative & Quantitative

  • Approaches, Data Collection Methods, Applications, Advantages & Disadvantages, Reliability, Validity

Research Topic Development & Research Question Identification
Research Proposal Development & Role of Secondary Research
Sampling: Sampling size, error, error and design
Survey Questionnaire:

  • Process/Steps for Planning
  • Questionnaire design, flow, format and question development
  • Data Plan Development
  • Best Practices for Surveys
Five Classes Analyzing Quantitative Data: Survey Data Analysis
  • Data Coding & Cleaning
  • Data Plan Development
  • Basic & Advanced Statistical Analysis for survey data

Best Practices for Data Analysis

One classes Report writing and presentation.

Ethics and Best Practices

One Class Final Presentation