Market Research

Kingston University

Course Description

  • Course Name

    Market Research

  • Host University

    Kingston University

  • Location

    London, England

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    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.

    Hours & Credits

  • Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Course Content:

    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:

    Autumn Semester:
    ? The market research process
    ? The relationship between qualitative and quantitative market research
    ? Types of data collection in qualitative research- focus groups, survey design,
    designing questions.
    ? Types of data and data collection in quantitative market research
    ? Ethics
    ? Introduction to interviews and interviewing skills/techniques

    Spring Semester;
    ? Analysis and interpretation of qualitative market research data
    ? Application of analysis. Inferring beyond the sample: Exploratory Analysis and
    Hypothesis testing
    ? Sampling methods and survey design
    ? Testing means (averages) and other analyses.

    Teaching: Lectures, tutorials, workshops, and lab sessions

    ? 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

Course Disclaimer

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.


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