Market Research (Quantitative Marketing) (SoSe 2022)

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 05.04.2022- 17.05.2022 Fürstenberghaus, F1
Wednesday 12:00- 14:00 weekly 06.04.2022- 18.05.2022 Aula am Aasee, Aula am Aasee
Thursday 12:00- 14:00 weekly 07.04.2022- 19.05.2022 Aula am Aasee, Aula am Aasee
Friday 12:00- 14:00 weekly 08.04.2022- 20.05.2022 Schlossplatz 46, H 1


Contact person: Victoria Kramer, 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 (tba). 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 2019)

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 concerning the password will only be answered in the case of subsequent registration.


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 for 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 course focuses 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 into 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.


  • Dr. Victoria Kramer (accompanying)
  • Frederik Ferié (responsible)