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This entry is from Winter semester 2019/20 and might be obsolete. You can find a current equivalent here.

Market Research in Theory and Practice
(dt. Marketingforschung in Theorie und Praxis)

Level, degree of commitment Specialization module, compulsory elective module
Forms of teaching and learning,
workload		 Lecture/recitation class,
180 hours (attendance: 44 hours (4 SWS) preparation and follow-up: 68 hours Klausurvorbereitung: 68 hours)
Credit points,
formal requirements		 6 CP
Course requirement(s): Presentation (5-15 minutes)
Examination type: Written examination
Language,
Grading		 German,
The grading is done with 0 to 15 points according to the examination regulations for the degree program M.Sc. Business Administration.
Duration,
frequency		 One semester,
each winter semester
Person in charge of the module's outline Prof. Dr. Michael Lingenfelder

Contents

n.a. (see Qualification Goals and Business Event Announcements)


Qualification Goals

The module "Marketing Research in Theory and Practice" teaches the fundamentals of marketing research, scaling of variables, selection of survey items, techniques of data collection, and data analysis. Knowledge and understanding of the content will be assessed through a written exam.

In addition to procedural understanding, students will be enabled to independently perform and interpret selected analytical procedures using practical examples and appropriate software. The proof of the practical ability of the procedure execution is to be furnished by a study achievement in the form of a presentation.

The students of the module are thus to be qualified to exercise a profession as a specialist and manager at all levels of a company, in particular in the areas of marketing, marketing research as well as in market research agencies and to work independently in scientific work.

Completion of this module is strongly recommended for all students who wish to complete a "Graduate (Research) Project Market-Oriented Management" in the field of Marketing and Retail Management and/or write an empirical master's thesis in the field of Marketing and Retail Management.


Prerequisites

None.


Applicability

Module imported from M.Sc. Business Administration.

When studying M.Sc. Business Mathematics, this module can be attended in the study area Modules in Business Administration and Economics.

Die Wahlmöglichkeit des Moduls ist dadurch beschränkt, dass es dem Schwerpunkt Marktorientierte Unternehmensführung zugeordnet ist.


Recommended Reading

(not specified)



Please note:

This page describes a module according to the latest valid module guide in Winter semester 2019/20. Most rules valid for a module are not covered by the examination regulations and can therefore be updated on a semesterly basis. The following versions are available in the online module guide:

The module guide contains all modules, independent of the current event offer. Please compare the current course catalogue in Marvin.

The information in this online module guide was created automatically. Legally binding is only the information in the examination regulations (Prüfungsordnung). If you notice any discrepancies or errors, we would be grateful for any advice.