Market Research
Niveau
Introduction
Learning outcomes of the courses/module
The students can recognize problems in marketing and successfully analyze and implement them using suitable market research instruments.
Prerequisites for the course
none
Course content
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.
Recommended specialist literature
none
Assessment methods and criteria
Project work
Language
German
Number of ECTS credits awarded
3
Share of e-learning in %
15
Semester hours per week
2.0
Planned teaching and learning method
Exercises, group work, case studies, discussions
Semester/trimester in which the course/module is offered
2
Name of lecturer
will be available soon
Academic year
Key figure of the course/module
MFO2
Type of course/module
practice
Type of course
Compulsory
Internship(s)
none