Market Research

level of course unit

Introduction

Learning outcomes of course unit

The students can recognize problems in marketing and successfully analyze and implement them using suitable market research instruments.

prerequisites and co-requisites

none

course contents

The lecture on market research deals with the reappraisal of one’ s own basic principles and approaches, while the exercise focuses on practical application. In addition to the definition of market research, fundamental areas such as tasks, areas of application and significance are theoretically prepared. Subsequently, the comprehensive research process is dealt with in its individual aspects theoretically and on the basis of a research problem: Problem definition; research design; planning and implementation (pilot studies, pre-tests, sampling, briefings); data collection; data entry and cleansing; evaluation; interpretation; final report.