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Market Research & Customer Insights
level of course unit
1. Study cycle, BachelorLearning outcomes of course unit
The students:
• know what role market research plays in the entire marketing complex.
• can create a questionnaire and program it online using software.
• know selected quantitative and qualitative methods of market research and can use standard statistical software for evaluation.
• have gained an initial insight into Big Data or Data Analytics as a method of secondary market research
• know what role market research plays in the entire marketing complex.
• can create a questionnaire and program it online using software.
• know selected quantitative and qualitative methods of market research and can use standard statistical software for evaluation.
• have gained an initial insight into Big Data or Data Analytics as a method of secondary market research
prerequisites and co-requisites
none
course contents
• Importance of market research and its integration into the marketing process
• Planning and implementation of market research projects
• Creating and programming questionnaires
• Selected qualitative and quantitative analysis methods
• Application of statistical software (SPSS, R, Stata) for data analysis
• Options and sources of secondary market research (e.g. Big Data)
• Planning and implementation of market research projects
• Creating and programming questionnaires
• Selected qualitative and quantitative analysis methods
• Application of statistical software (SPSS, R, Stata) for data analysis
• Options and sources of secondary market research (e.g. Big Data)
recommended or required reading
• Runkler, Thomas: Data Analytics. Springer (latest edition)
• Mooi, Erik et al.: Market Research. Springer (latest edition)
• 1-2 current articles from professional journals
• Mooi, Erik et al.: Market Research. Springer (latest edition)
• 1-2 current articles from professional journals
assessment methods and criteria
Portfolio
language of instruction
Germannumber of ECTS credits allocated
4eLearning quota in percent
40course-hours-per-week (chw)
2planned learning activities and teaching methods
Blended Learning
