Marketing & Communication Management PT
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Market Research

level of course unit


Learning outcomes of course unit

The students know the state-of-the-art principles, approaches and techniques of quantitative and qualitative (psychological) market research in theory as well as their implementation.

prerequisites and co-requisites


course contents

he 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.

recommended or required reading

•Fuß, A., Wilder, R., and Kreis, H. (2018). Marktforschung: Datenerhebung und Datenanalyse, Wiesbaden: Springer Gabler.
•Raab, G., Unger A., and Unger, F. (2018). Methoden der Marketing-Forschung: Grundlagen und Praxisbeispiele, Wiesbaden: Springer Gabler.
•Koch, J., Gebhardt, P., and Reidmüller, F. (2016). Marktforschung: Grundlagen und praktische Anwendungen, Berlin: De Gruyter Oldenbourg.
•Grunwald, G., and Hempelmann, B. (2012). Angewandte Marktforschung : Eine praxisorientierte Einführung. München: De Gruyter Oldenbourg.

assessment methods and criteria

Written exam and project work

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

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

semester/trimester when the course unit is delivered


name of lecturer(s)

Dr. Markus Holzweber

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)