Market Research
level of course unit
Introduction
Learning outcomes of course unit
The students can recognize problems in marketing and successfully analyze and implement them using suitable market research instruments.
prerequisites and co-requisites
none
course contents
The lecture on market research deals with the reappraisal of one’ s own basic principles and approaches, while the exercise focuses on practical application. In addition to the definition of market research, fundamental areas such as tasks, areas of application and significance are theoretically prepared. Subsequently, the comprehensive research process is dealt with in its individual aspects theoretically and on the basis of a research problem: Problem definition; research design; planning and implementation (pilot studies, pre-tests, sampling, briefings); data collection; data entry and cleansing; evaluation; interpretation; final report.
recommended or required reading
none
assessment methods and criteria
Project work
language of instruction
German
number of ECTS credits allocated
3
eLearning quota in percent
15
course-hours-per-week (chw)
2
planned learning activities and teaching methods
Exercises, group work, case studies, discussions
semester/trimester when the course unit is delivered
2
name of lecturer(s)
will be available soon
course unit code
MFO2
type of course unit
practice
mode of delivery
Compulsory
work placement(s)
none