Area of Study
Taught In English
Completion of BM4502 Marketing Principles, or BM4501 Marketing Practices, or
equivalent introductory marketing study.
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits4
Recommended U.S. Quarter Units0
Hours & Credits
This module introduces qualitative and quantitative market research methods. The
module covers a broad range of data collection methods such as individual and group
interviews, ethnography, surveys and experiments. You will have the opportunity to gain
hands-on experience in both collecting and analysing qualitative and quantitative data,
which will enhance your employability for positions in the marketing world of work.
Topics covered include:
? The market research process
? The relationship between qualitative and quantitative market research
? Types of data collection in qualitative research- focus groups, survey design,
? Types of data and data collection in quantitative market research
? Introduction to interviews and interviewing skills/techniques
? Analysis and interpretation of qualitative market research data
? Application of analysis. Inferring beyond the sample: Exploratory Analysis and
? Sampling methods and survey design
? Testing means (averages) and other analyses.
Teaching: Lectures, tutorials, workshops, and lab sessions
STUDY OPTION 1:
? Qualitative individual assignment (50%)
? Quantitative individual assignment (50%)
STUDY OPTION 2 OR STUDY OPTION 3: individual assignment
Study Option 1 = Whole Year
Study Option 2 = Autumn
Study Option 3 = Spring/summer
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.