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This entry is from Summer semester 2018 and might be obsolete. No current equivalent could be found.

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,
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): Written examination
Examination type: Presentation (5-15 minutes)
The grading is done with 0 to 15 points according to the examination regulations for the degree program M.Sc. Business Administration.
One semester,
each winter semester
Person in charge of the module's outline Prof. Dr. Michael Lingenfelder


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.




Module imported from M.Sc. Business Administration.

When studying M.Sc. Mathematics, this module can be attended in the study area Minor subject Business Administration.

Recommended Reading

(not specified)

Please note:

This page describes a module according to the latest valid module guide in Summer semester 2018. 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:

  • Winter 2016/17 (no corresponding element)
  • Summer 2018
  • Winter 2018/19 (no corresponding element)
  • Winter 2019/20 (no corresponding element)
  • Winter 2020/21 (no corresponding element)
  • Summer 2021 (no corresponding element)
  • Winter 2021/22 (no corresponding element)
  • Winter 2022/23 (no corresponding element)
  • Winter 2023/24 (no corresponding element)

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.