101-104-IO2 Marketing Research
Study program: | Business Administration (B.Sc.) |
Academic level and semester: | Bachelor, 4th semester |
ECTS credits/workload per semester: | 3 / 75 |
Contact hours per week/contact hours per semester: | 2 / 25 |
Type/Teaching method: | Lecture |
| Language of instruction: | English |
Frequency: | Every semester |
Lecturer: | Prof. Dr. Iris Ramme, Lisa Mögle |
Content: | This module is designed as introductory class in marketing research. The students will learn about marketing research from a supplier’s and buyer’s point of view. In their later career, they may not be the generator of market research - but they will most certainly be a user of market research results. This class will provide the students with the requisite knowledge and skills to either conduct their own market research (primary research) or to competently evaluate the research results of others (secondary research). Content: Marketing Research Process, Secondary and Primary Data, Qualitative Data Collection, Data Collection Methods and its advantages and challenges, Measurement and Scaling, Questionnaire Design, Experiments, Fundamentals of Sampling. The students will learn the concepts, get to know the differences and learn when to apply which method. This class is offered in two groups. |
Textbooks: | Malhotra, N. K. (2019). Marketing research: An applied orientation, 7th ed., Pearson Education Limited, available as an e-book in our library. |
| Recommended for: | Undergraduates, graduates |
| Prerequisites: | Introductory class in Marketing or as corequisite |
Restrictions: | None |
Assessment: | Written exam |