Market Research & Customer Insights
Niveau
1. Study cycle, Bachelor
Learning outcomes of the courses/module
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 for the course
none
Course content
• 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 specialist literature
• 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
German
Number of ECTS credits awarded
4
Share of e-learning in %
40
Semester hours per week
2.0
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
5
Name of lecturer
Prof. (FH) Dr. Peter Dietrich
Academic year
Key figure of the course/module
IBS.VZB.05.03
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none