Market Research & Customer Insights
Niveau
1st study cycle, Bachelor
Learning outcomes of the courses/module
The participants:
• situate the role of market research in the marketing context.
• independently design questionnaires and implement them digitally.
• apply quantitative and qualitative market research methods.
• implement linear regression and contingency analysis in practice.
• interpret and present analysis results.
• can carry out a market research project independently.
• situate the role of market research in the marketing context.
• independently design questionnaires and implement them digitally.
• apply quantitative and qualitative market research methods.
• implement linear regression and contingency analysis in practice.
• interpret and present analysis results.
• can carry out a market research project independently.
Prerequisites for the course
None
Course content
• Importance of market research and its place in the marketing process
• Planning and conducting market research projects
• Creating and programming questionnaires
• Data collection and preparation
• Selected qualitative and quantitative analysis methods
• Interpretation and presentation of results
• Practical relevance and case studies
• Planning and conducting market research projects
• Creating and programming questionnaires
• Data collection and preparation
• Selected qualitative and quantitative analysis methods
• Interpretation and presentation of results
• Practical relevance and case studies
Recommended specialist literature
• Backhaus, K.; Erichson, B.; Gensler, S. (2025): Multivariate Analysemethoden. Eine anwendungsorientierte Einführung. 18. Auflage, Springer.
• Mooi, E.; Sarstedt, M. (2019): A Concise Guide to Market Research. The Process, Data, and Methods Using IBM SPSS Statistics. 3. Auflage, Springer.
• Häder, M. (2021): Empirische Sozialforschung. Eine Einführung. 4. Auflage, Springer VS.
• Buber, R.; Holzmüller, H.H. (Hrsg.) (2019): Qualitative Marktforschung. Konzepte – Methoden – Analysen. 2. Auflage, Springer Gabler.
• Mooi, E.; Sarstedt, M. (2019): A Concise Guide to Market Research. The Process, Data, and Methods Using IBM SPSS Statistics. 3. Auflage, Springer.
• Häder, M. (2021): Empirische Sozialforschung. Eine Einführung. 4. Auflage, Springer VS.
• Buber, R.; Holzmüller, H.H. (Hrsg.) (2019): Qualitative Marktforschung. Konzepte – Methoden – Analysen. 2. Auflage, Springer Gabler.
Assessment methods and criteria
Portfolio assessment
Language
German
Number of ECTS credits awarded
4
Semester hours per week
Planned teaching and learning method
Blended learning
Semester/trimester in which the course/module is offered
4