Market Research & Customer Insights
level of course unit
1. Study cycle, Bachelor
Learning outcomes of course unit
The students:
• know what role market research plays in the entire marketing complex.
• can create a questionnaire and program it online using software.
• know selected quantitative and qualitative methods of market research and can use standard statistical software for evaluation.
• have gained an initial insight into Big Data or Data Analytics as a method of secondary market research
prerequisites and co-requisites
none
course contents
• Importance of market research and its integration into the marketing process
• Planning and implementation of market research projects
• Creating and programming questionnaires
• Selected qualitative and quantitative analysis methods
• Application of statistical software (SPSS, R, Stata) for data analysis
• Options and sources of secondary market research (e.g. Big Data)
recommended or required reading
• Runkler, Thomas: Data Analytics. Springer (latest edition)
• Mooi, Erik et al.: Market Research. Springer (latest edition)
• 1-2 current articles from professional journals
assessment methods and criteria
Portfolio
language of instruction
German
number of ECTS credits allocated
4
eLearning quota in percent
40
course-hours-per-week (chw)
2
planned learning activities and teaching methods
Blended Learning
semester/trimester when the course unit is delivered
5
name of lecturer(s)
Prof. (FH) Dr. Peter Dietrich
course unit code
IBS.VZB.05.03
type of course unit
integrated lecture
mode of delivery
Compulsory
work placement(s)
none