Market Research

Introduction

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.

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The 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.

- 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.

Exam
Project

German

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

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