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RSM2506H – Marketing Research

General Information


Applicable Major(s):
(c) = Core, (r) = Recommended

  • Brand Management (c)
  • Business Design (r)
  • Management Analytics (r)
  • Real Estate (r)

Instructor Bio

Claire Tsai is an Associate Professor of Marketing and a co-founder of the Behavioural Economics in Action Research Cluster at the University of Toronto’s Rotman School of Management. She has an MBA degree with an economics major and a PhD degree in Marketing and Behavioural Science from the University of Chicago. She has worked in management consulting in Toronto and financial services in New York, Taipei and Hong Kong. She adopts a behavioural economics approach in studying decision-making in areas including marketing, competition, financial decisions, food consumption, and subjective well-being. Her work appears in leading marketing and psychology journals, including Journal of Consumer Research and Psychological Science and has received featured coverage in popular media outlets including the Wall Street Journal (Week in Ideas),, Globe and Mail, CBC News, and Harvard Business Review. Recent speaking engagements include Competition Bureau Canada, the University of Chicago Alumni Club in Asia Pacific, Latin American Financial Education Congress, Ontario Securities Commission, and CPA Ontario’s Conference for Women. In addition to government units in Canada and the US, she has also worked with private sector clients including Salus Global and MDRC and served as an expert witness to involving a public policy change to the energy industry and has been appointed to be the Behavioural Economist by the Competition Bureau Canada for their market study of Competition in Canada’s Broadband Industry.

Target Audience

Students interested in issues regarding data-driven marketing and marketing analytics. Marketing research serves as a central basis for marketing decision making; therefore, it is critical for a manager to understand marketing research and be able to specify what needs to be studied, how to study it, and how to interpret the results.

Course Mission

The goal is to familiarize students with the fundamentals of marketing research and enhance their abilities to define and solve marketing problems and formulate appropriate data-driven marketing strategy.

Course Scope

Specifically, the objectives of the course are: 

  • To improve students’ problem definition skills 
  • To develop research design skills 
  • To empower students with the necessary skills of implementing a research design 
  • To provide students with hands-on experience in each step of a marketing research process 

To this end, the course is organized into the following sections: problem definition, research design formulation, data collection, data analysis, and output presentation. To achieve the above objectives, I will use a combination of lectures, case discussions, and hands-on exercises. 

Evaluation and Grade Distribution

ComponentDue DateWeight
Class ParticipationOngoing20%
Individual Assignment (6 in total)June 28, 202140%
Group ReportJuly 12, 202140%

Required Resources

Online course package and various required readings.

Last Updated: 2021-04-15 @ 9:02 pm