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

News of the FH Kufstein

Out of the Box – Tauschen & Lauschen

Kufsteins wohl charmantestes Tausch-Event kehrte zurück! Ein Studierendenteam des Studiengangs Sport-, Kultur- und Veranstaltungsmanagement der FH Kufstein Tirol veranstaltete am Donnerstag, den 23. Januar 2020 den Out of the Box Tauschmarkt im Vitus & Urban.

Learn more
Winter Sports Congress 2020

Zum zweiten Mal findet die ExpertInnenrunde zu Digitalisierung und Kommunikation im Wintersport am 9. und 10. März an der FH Kufstein Tirol statt.

Learn more
SKVM-Studierende im Wirtschaftszentrum Marokkos

Eine Studienreise führte 22 Bachelorstudierende des Studiengangs Sport-, Kultur-& Veranstaltungsmanagement in die Stadt Marrakesch im Westen Marokkos.

Learn more