The module consists of a lecture (2 SWS) and tutorial (2 SWS) and is taught in German.
Students who successfully complete this module will have the following knowledge and competencies:
Understand the basics of applied market research and in particular know the typical process of market research.
Are able to select an adequate research design for an empirical market research problem
Know the characteristics of qualitative market research and are able to plan and use the important methods
Are able to set up the design for a quantitative market research study
Are able to develop and use an adequate scale
Are able to develop an adequate questionnaire and conduct a pretest
Know how to set up a sample design
Are able to prepare and analyze data in a useful way
Show the ability to create a report
Target group of the course
Target group: Master of Information Management/Digital Business Management (1st-4th semester), Master of Business Information Systems (1st-4th semester)
Important information & dates
Lecture: The lecture will take place in WiSe 2023/24 in physical presence. Tuesday, each week, 12:15 at room A 213; start of the lecture: October 31, 2023
Exercise: Tuesday, each week, 14:00 s.t. at room E 428, start of the weekly exercise units in presence: November 7, 2023; please note the room change from November 14
Exam dates:
Date of the main exam ("Hauptklausur"): February 17, 2025, 10 am in room E 114
Date of the follow-up exam ("Nacklausur"): March 26, 2025, 10 am in room E 114
Contents of the lecture
Introduction to the basics of market research
Definition and characterization of market research
Delimitation of market research
Market research as a service
Process of market research
Research design, causality and approaches to data collection
Definition of research design
Classifications of research design
Causality as a basic principle of empirical market research
Approaches to data collection
Qualitative Market Research
Qualitative market research at a glance
Definition and characteristics of qualitative market research
Observation and mystery shopping
Focus group interview
Quantitative market research
Definition and characteristics of quantitative market research
Methods of quantitative market research
Market and customer segmentation as a central challenge
Scaling and questionnaire development
Definition of measurement and scaling
Measurement scales
Comparison of scaling techniques
Specific rating scales
Accuracy of measurement
Questionnaire development
Sampling and data collection
Sampling
Data collection
Univariate, bivariate and multivariate analysis methods (incl. introduction to SPSS)
Univariate analysis methods
Bivariate analysis methods
Multivariate analysis methods
Reporting
Course materials
All lecture and exercise slides, as well as videos, etc., will be made available on the learning platform OLAT. You will receive the access code for the OLAT course by e-mail after registration in KLIPS.
Recommended Literature
Berekoven, L./Eckert, W./Ellenrieder, P. (2009): Marktforschung, 12th ed., Wiesbaden.
Herrmann, A./Homburg, C./Klarmann, M. (Eds.) (2014): Handbuch Marktforschung, 3rd ed., Wiesbaden.
Homburg, C. (2020): Marketing-Management, 7th ed., Wiesbaden.
Kuß, A./Wildner, R./Kreis, H. (2018): Marktforschung, 6th ed., Wiesbaden.
Malhotra, N.K./Birks, D.F./Wills, P. (2012): Marketing Research, 4th ed., Harlow et al.
Assigned teachers
