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Market Research
level of course unit
IntroductionLearning outcomes of course unit
The students know the state-of-the-art principles, approaches and techniques of quantitative and qualitative (psychological) market research in theory as well as their implementation.
prerequisites and co-requisites
none
course contents
he course in Market Research deals with the reappraisal of one’s own fundamental principles and approaches of a research process. 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 treated in its individual aspects theoretically and on the basis of a project: Prob-lem definition, research design, planning and implementation (pilot studies, pre-tests, sampling, briefings), data collection; data entry and cleansing, evaluation; interpretation, final report.
recommended or required reading
•Fuß, A., Wilder, R., and Kreis, H. (2018). Marktforschung: Datenerhebung und Datenanalyse, Wiesbaden: Springer Gabler.
•Raab, G., Unger A., and Unger, F. (2018). Methoden der Marketing-Forschung: Grundlagen und Praxisbeispiele, Wiesbaden: Springer Gabler.
•Koch, J., Gebhardt, P., and Reidmüller, F. (2016). Marktforschung: Grundlagen und praktische Anwendungen, Berlin: De Gruyter Oldenbourg.
•Grunwald, G., and Hempelmann, B. (2012). Angewandte Marktforschung : Eine praxisorientierte Einführung. München: De Gruyter Oldenbourg.
•Raab, G., Unger A., and Unger, F. (2018). Methoden der Marketing-Forschung: Grundlagen und Praxisbeispiele, Wiesbaden: Springer Gabler.
•Koch, J., Gebhardt, P., and Reidmüller, F. (2016). Marktforschung: Grundlagen und praktische Anwendungen, Berlin: De Gruyter Oldenbourg.
•Grunwald, G., and Hempelmann, B. (2012). Angewandte Marktforschung : Eine praxisorientierte Einführung. München: De Gruyter Oldenbourg.
assessment methods and criteria
Written exam and project work
language of instruction
Germannumber of ECTS credits allocated
4eLearning quota in percent
15course-hours-per-week (chw)
2.5planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
