Market Research

Introduction & consolidation

The graduates know the state-of-the-art principles, approaches and techniques of quantitative and qualitative (psychological) market research both in theory (VO; technical competence) and in practice (UE): Elements of the research process are practiced using examples.

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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 compre-hensive 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 and final report.

•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.

Written exam

German

2

15

1.0

Lecture, group work, case studies, discussions, e-learning

2

will be available soon

MFO1

lecture

Compulsory

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