Post Graduate

Market Research & Methods

level of course unit

1st Master cycle

Learning outcomes of course unit

The participants:
• know qualitative and quantitative methods of analysis
• know the design aspects of questionnaires: Question types, scale levels, alignment and dimensionality
• can evaluate questionnaires and analyze and interpret them using descriptive and simple inferential statistics: Data collection, processing and evaluation
• can develop and formulate research questions and create and process research hypotheses
• can create and send an online questionnaire and collect and evaluate the data accordingly
• can apply inferential statistical evaluation procedures (e.g. in SPSS, Jasp, Datatab, Excel etc.)
• can create an interview guideline, conduct and evaluate expert interviews
• can conduct a qualitative content analysis

prerequisites and co-requisites

Academic Methods

course contents

• Secondary, qualitative, quantitative research
• Questionnaire development and design
• Data modeling, coding and test procedure selection
• Introduction to online questionnaire design: Question variants, dynamic content, sending and evaluating responses
• Selected descriptive indicators, extension by inferential statistical methods
• Procedure and execution of interviews, transcription, coding of texts (category formation and generalization)
• The content-analytical procedure model (qualitative content analysis)

recommended or required reading

• Magerhans, A. (2016): Marktforschung, Eine praxisorientierte Einführung
• Kuß, A./ Wildner, R./ Kreis, H. (2014): Marktforschung, Grundlagen der Datenerhebung und Datenanalyse
• Koch, J./ Gebhardt, P. (2016): Marktforschung: Grundlagen und praktische Anwendungen
• Theobald, A. (2017): Praxis Online-Marktforschung, Grundlagen - Anwendungsbereiche - Durchführung
• Porst, R. (2014): Fragebogen, Ein Arbeitsbuch
• Kaiser, R. (2014): Qualitative Experteninterviews, Konzeptionelle Grundlagen und praktische Durchführung
• Mayring, P. (2015): Qualitative Inhaltsanalyse: Grundlagen und Techniken
• Cleff, T. (2015): Deskriptive Statistik und Explorative Datenanalyse
• Duller, C. (2013): Einführung in die Statistik mit EXCEL und SPSS, 3. Aufl.

assessment methods and criteria


language of instruction


number of ECTS credits allocated


course-hours-per-week (chw)


planned learning activities and teaching methods

ILV (Blended Learning, Inverted Classroom)

semester/trimester when the course unit is delivered


name of lecturer(s)


year of study


recommended optional program components


course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)