Market Research

Introduction & consolidation

Students possess sound disciplinary competence in state-of-the-art principles, approaches, and techniques of quantitative and qualitative (psychological) market research. They are able to design simple research designs, select appropriate methods, and collect, analyze, and critically interpret empirical data. Core elements of the research process are independently applied through practice-oriented exercises and case studies. Furthermore, students are able to critically evaluate research findings, reflect on methodological strengths and limitations, and derive well-founded conclusions as well as simple, practice-oriented recommendations for marketing-related issues.

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The lecture on market research deals with the reappraisal of one’ s own basic principles and approaches. 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. In addition, the potential of generative AI in this context is discussed.

- Malhotra, N. K. (2020). Marketing research: An applied orientation (7th ed.). Pearson.
- Saunders, M., Lewis, P., & Thornhill, A. (2019). Analysing data qualitatively. In M. Saunders, P. Lewis, & A. Thornhill (Eds.), Research methods for business students (pp. 668–738). Pearson.

Written exam

German

5

Group work, case studies, discussions, e-Learning

2