Market Research (Quantitative Marketing) (SS 2021)


Course Number
044135

Field(s) of Study
Bachelor

University Calendar

Learnweb Platform

Type
Lecture/Exercise

Course Language
englisch


Course schedule

Day Time Frequency Date Room
Tuesday 14:00- 16:00 weekly 13.04.2021- 18.05.2021 Fürstenberghaus, F1
Wednesday 12:00- 14:00 weekly 14.04.2021- 19.05.2021  
Thursday 12:00- 14:00 weekly 15.04.2021- 20.05.2021 Juridicum, JUR 2
Friday 10:00- 12:00 weekly 16.04.2021- 21.05.2021 Schlossplatz 46, H 1
Friday 12:00- 14:00 weekly 16.04.2021- 21.05.2021  

Notice

Contact person: Sertan Eravci, M.Sc.

This course takes place in the first term of the summer semester. It is part of the module Quantitative Marketing.
The exact schedule of this course can be found here. It will be announced during the first lecture. Please note that due to pandemic events, it has not yet been determined whether the course (lecture and tutorial) will be offered in presence or digitally. Information about this will be provided in due course.

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 Learnweb course remains open until the first lecture, so that enrollment without a password is possible. The password is set afterwards and the course is thus closed. The lecture materials will be released after the closing. E-mail and telephone inquiries about the password will only be answered in the case of subsequent registration.

Description

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.

Lecturers

  • Frederik Johannes Ferié (responsible)
  • Sertan Eravci (accompanying)