Marketing & Communication Management FT
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Market Research

level of course unit

Introduction & consolidation

Learning outcomes of course unit

The graduates know the state-of-the-art principles, approaches and techniques of quantitative and qualitative (psychological) market research both in theory (VO; technical competence) and in practice (UE): Elements of the research process are practiced using examples.

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 compre-hensive 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 and final report.

recommended or required reading

•Fuß, A., Wilder, R., and Kreis, H. (2018). Marktforschung: Datenerhebung und Datenanalyse, Wiesbaden: Springer Gabler.
•Raab, G., Unger A., and Unger, F. (2018). Methoden der Marketing-Forschung: Grundlagen und Praxisbeispiele, Wiesbaden: Springer Gabler.
•Koch, J., Gebhardt, P., and Reidmüller, F. (2016). Marktforschung: Grundlagen und praktische Anwendungen, Berlin: De Gruyter Oldenbourg.
•Grunwald, G., and Hempelmann, B. (2012). Angewandte Marktforschung : Eine praxisorientierte Einführung. München: De Gruyter Oldenbourg.

assessment methods and criteria

Written exam and/or project

language of instruction

German

number of ECTS credits allocated

2

eLearning quota in percent

15

course-hours-per-week (chw)

1

planned learning activities and teaching methods

Lecture, group work, case studies, discussions, e-learning

semester/trimester when the course unit is delivered

2

name of lecturer(s)

will be available soon

course unit code

MFO1

type of course unit

lecture

work placement(s)

none