International Business Studies FT
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Market Research & Customer Insights (E)

level of course unit

1. Study cycle, Bachelor

Learning outcomes of course unit

The students:
• know what role market research plays in the entire marketing complex.
• can create a questionnaire and program it online using software.
• know selected quantitative and qualitative methods of market research and can use standard statistical software for evaluation.
• have gained an initial insight into Big Data or Data Analytics as a method of secondary market research

prerequisites and co-requisites


course contents

• Importance of market research and its integration into the marketing process
• Planning and implementation of market research projects
• Creating and programming questionnaires
• Selected qualitative and quantitative analysis methods
• Application of statistical software (SPSS, R, Stata) for data analysis
• Options and sources of secondary market research (e.g. Big Data)

recommended or required reading

• Runkler, Thomas: Data Analytics. Springer (latest edition)
• Mooi, Erik et al.: Market Research. Springer (latest edition)
• 1-2 current articles from professional journals

assessment methods and criteria

Online tasks, term paper, exam

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Blended Learning

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Peter Dietrich

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)