Market Research

Introduction

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.

none

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.

•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 and project work

German

4

15

2.5

Integrated course, group work, case studies, discussions, e-learning

2

Dr. Markus Holzweber

MFO1

integrated lecture

Compulsory

none