Business Management FT
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Market Research (E)

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students are familiar with the fundamental processes and tools of market research.

• are familiar with different qualitative and quantitative methods of market research.
• are able to develop market research concepts and necessary tools for the implementation.
• are familiar with qualitative and quantitative methods of analysis.
• are able to produce a final report about a market research project.

prerequisites and co-requisites

not applicable

course contents

Acquisition of fundamental methods of market research, tackling of the market research process and its influence on management decisions, transfer of market research results to business management.
• Definition of research questions and management of a research project
• Secondary, qualitative and quantitative research
• Development and design of questionnaires
• Methods for random sampling
• Analysis of qualitative & quantitative data
• Communication of and reflection on results

recommended or required reading

McGivern, Y. (2013): The practice of Market Research, 4th ed., Essex: Pearson.
Mooi, E.; Sarstedt, M. (2011): A concise guide to market research, Berlin / Heidelberg: Springer.
McQuarrie, E. F. (2012): The market research toolbox: a concise guide for beginners, 3rd ed., Los Angeles: SAGE publications.
Hague, P. N.; Hague, N.; Morgan, C.-A. (2013): Market Research in Practice: How to Get Greater Insight From Your Market, 2nd edition, London: Kogan Page.

Investitionsgüter- und Dienstleistungsmarketing:

Backhaus, K.; Voeth, M. (2014): Industriegütermarketing, 10. Aufl., München: Verlag Franz Vahlen.
Pförtsch, W.; Godefroid, P. (2013): Business-to-Business-Marketing, 5. Aufl., Herne: NBW Verlag.
Kleinaltenkamp, M.; Saab, S. (2009): Technischer Vertrieb, Heidelberg: Springer Verlag.
Masciadri, P.; Zupancic, D. (2013): Marken- und Kommunikationsmanagement im B-to-B-Geschäft: Clever positionieren, erfolgreich kommunizieren, 2. Aufl., Wiesbaden: Springer Verlag.
Meffert, H.; Bruhn, M. (2013): Dienstleistungsmarketing: Grundlagen - Konzepte – Methoden, 7. Aufl., Wiesbaden: Springer Verlag.
Haller, S. (2012): Dienstleistungsmanagement: Grundlagen - Konzepte – Instrumente, 5. Aufl., Wiesbaden: Springer Verlag.

assessment methods and criteria

written examination and/or study work

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

Lecture, group work, presentation and task discussion

semester/trimester when the course unit is delivered


name of lecturer(s)

Dr. Maria Kreuzer

year of study

1.year of studies

recommended optional program components

not applicable

course unit code


type of course unit


mode of delivery

In-class course

work placement(s)

not applicable