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This entry is from Winter semester 2021/22 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,
Credit points,
formal requirements
6 CP
Course requirement(s): Presentation (5-15 minutes)
Examination type: Written examination
The grading is done with 0 to 15 points according to the examination regulations for the degree program M.Sc. Business Administration.
Person in charge of the module's outline


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 mining, 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. Students of the module should thus 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. Business Informatics, this module can be attended in the study area Business Administration Specialization.

The module is assigned to the focus area Market Oriented Management. Further information on eligibility can be found in the description of the study area.

Recommended Reading

(not specified)

Please note:

This page describes a module according to the latest valid module guide in Winter semester 2021/22. 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.