Market Research(E)

level of course unit

First Cycle

Learning outcomes of course unit

Students know the basic methodology of market research and the importance of market research in the marketing process. They know how to plan and execute a market research project including concept, questionnaire, data analysis and interpretation.

prerequisites and co-requisites

Basic marketing knowledge (4P and Marketing Mix), basic statistical knowledge (mean/mode/median and variance/standard deviation)

course contents

• Introduction in market research
• Market research process
• Getting data
• Descriptive statistics
• Hypothesis testing
• Crosstabulation and contingency analysis
• Regression analysis

Since every student should work with SPSS on a computer the number of students is restricted to 30 (thirty).

recommended or required reading

Mooi&Sarstedt (2014): A concise guide to market research (Springer)
Easwaran&Singh (2007): Marketing Research / Concepts, Practices and Cases (Oxford Higher Education)

assessment methods and criteria

100% written exam
Scope: 90 min.
Knowledge test (multiple choice, right/wrong questions, fill-in-the-gaps, open questions)

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

Lecture with discussion, group work, case studies, work with SPSS (statistical software)

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. Dr. (FH) Uwe Heil

year of study


recommended optional program components


course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

not applicable

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