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Market Research

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students develop a basic understanding of the methods of quantitative and qualitative market research, in particular data collection, descriptive and inferential data analysis and data interpretation.
They can apply these methods in practical situations and present and evaluate the results of empirical studies.
They have the ability to understand subject-specific texts and interpret the knowledge they gain from reading such texts. They can apply this knowledge to aid them in working in a target-group-specific and socially legitimate manner in their future occupations.
They are competent in dealing with interdisciplinary tasks and issues and presenting solutions.

prerequisites and co-requisites

not applicable

course contents

The concepts and methods of qualitative and (descriptive and inferential) quantitative market and social research are dealt with and reflected upon in relation to potential future occupational fields. Oriented towards different methodological paradigms, the course provides students with an insight into the different options for carrying out academic research. Students develop a qualitative research design and develop and carry out a quantitative project, where they choose their own topic to examine, collect date and implement a selected method of data analysis and interpretation using this data.

recommended or required reading

Flick, U. (2007). Qualitative Sozialforschung. Eine Einführung. Reinbek: rohwolt.
Gehring, U.W. & Weins, C. (2009). Grundkurs Statistik für Politologen und Soziologen. Wiesbaden: VS Verlag für Sozialwissenschaften.
Homburg, C. & Krohmer, H. (2009). Marketingmanagement. Strategie – Instrumente – Umsetzung – Unternehmensführung. 3. Auflage. Wiesbaden: Gabler (Kap. 6.1).
Kuckartz, U. (2013). Qualitative Inhaltsanalyse. Methoden, Praxis, Computerunterstützung. 2. Auflage. Weinheim: Beltz Juventa.
Lamnek, S. (2010). Qualitative Sozialforschung. 4. Auflage. Weinheim: Beltz.
Mayring, P. (2010). Qualitative Inhaltsanalyse: Grundlagen und Techniken. 11. Auflage. Weinheim: Beltz.
Schnell, R. Hill, P.B. & Esser, E. (2005). Methoden empirischer Sozialforschung. 7. Auflage. München, Wien: Oldenbourg.
Brosius, F. (2013). SPSS 21. Bonn: mitp.

assessment methods and criteria

project

language of instruction

German

number of ECTS credits allocated

4

planned learning activities and teaching methods

integrated course, case studies, discussion, group work

semester/trimester when the course unit is delivered

3

name of lecturer(s)

Prof. (FH) Dr. Torsten Wojciechowski, MA

year of study

second year of studies

recommended optional program components

not applicable

course unit code

bb.MFO.1

type of course unit

compulsory

mode of delivery

in-class course

work placement(s)

not applicable