| Detailed information |
| Pre-requisites |
(*)KS Einführung in die Betriebswirtschaftslehre, KS Einführung in die Volkswirtschaftslehre, KS Kostenrechnung, KS Buchhaltung,
KS Marketing UND KS Kaufverhalten
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| Original study plan |
Bachelor's programme Business and Economics 2021W |
| Objectives |
Students will learn established methods in market research and will be able to apply them in real-world situations.
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| Subject |
Basic concepts of market research; market research processes; types of research design; information retrieval: field research (survey, observation), secondary research, panel research, qualitative market research, experiments, drafting survey questionnaires; measuring and scaling; selection procedures; types of errors in the process of market research; information control and data processing; basic and selected statistical procedures; closer look at international market research; communication with the client(s).
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| Criteria for evaluation |
Examination (60%), interactive components: Creating a questionnaire (40%)
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| Methods |
Lecture; discussion; independent development of a questionnaire
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| Language |
German |
| Study material |
Reader: „Angewandte Marketingforschung“ (=Applied Market Research)
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| Changing subject? |
No |
| Further information |
Transparencies "Applied Market Research" will be made available to students.
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| Earlier variants |
They also cover the requirements of the curriculum (from - to)
2MARKFK: KS Applied Marketing Research (2001W-2015S)
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