Market Research (SS 2017)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language

Course schedule

Day Time Frequency Date Room
Tuesday 14:00- 16:00 weekly 18.04.2017- 30.05.2017 Fürstenberghaus, F1
Wednesday 12:00- 14:00 weekly 19.04.2017- 31.05.2017 Aula am Aasee, Aula am Aasee
Friday 10:00- 12:00 weekly 21.04.2017- 02.06.2017 Schlossplatz 46, H 1


Contact person: Agnes Sophie Roggentin, MLitt

This course takes place in the first term of the winter semester. It is part of the module Quantitative Marketing.

Course grade: Final exam (100 %)
Please register at the examination office for the early examination period.

Credit points: 3 ECTS (PO BWL 2010)

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

The password for all lecture materials will be displayed in our showcase at the MCM (Am Stadtgraben 13-15, 1st floor) four weeks prior to the first lecture and will also be given in the first lecture. Email and telephone enquiries regarding the password will not be answered.


Precise information is an essential prerequisite in order to make reasonable marketing decisions. Thus, correct information is a crucial resource for marketing managers and other business managers. The increasing demand of information makes the acquisition and analysis of information a core challenge in business practice. The European Society for Opinion and Marketing Research (ESOMAR) and the International Chamber of Commerce (ICC) jointly describe market research as the ”systematic gathering and interpretation of information about individuals or organizations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making.” Thus, market research can be regarded as fundamental for the provision of the required information. The focus of the course lies on the process of solving market research problems by applying different methods of analysis. An in-class tutorial will provide additional in-depth information. After attending this course, participants should be able to conduct market research themselves.

The course gives insights in the theoretical basics of market research. By pointing out the different nature of market research problems and explaining the steps of a market research process, the course aims to enable attendants to conduct market research by themselves.


  • Professor Dr. Manfred Krafft (responsible)
  • Agnes Sophie Roggentin (accompanying)