Marketing & Communication Management PT
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Market Research

level of course unit

Introduction

Learning outcomes of course unit

The students know the state-of-the-art principles, approaches and techniques of quantitative and qualitative (psychological) market research in theory as well as their implementation.

prerequisites and co-requisites

none

course contents

he course in Market Research deals with the reappraisal of one’s own fundamental principles and approaches of a research process. 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 treated in its individual aspects theoretically and on the basis of a project: Prob-lem 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

•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

4

eLearning quota in percent

15

course-hours-per-week (chw)

2.5

planned learning activities and teaching methods

Integrated course, group work, case studies, discussions, e-learning

semester/trimester when the course unit is delivered

2

name of lecturer(s)

Dr. Markus Holzweber

course unit code

MFO1

type of course unit

integrated lecture

work placement(s)

none