Module Handbook

  • Dynamischer Default-Fachbereich geändert auf WIW

Course WIW-MKT-MAFV-K-7

Market Research (2V, 3.0 LP)

Course Type

SWS Type Course Form CP (Effort) Presence-Time / Self-Study
2 V Lecture 3.0 CP 30 h 60 h
(2V) 3.0 CP 30 h 60 h

Basedata

SWS 2V
CP, Effort 3.0 CP = 90 h
Position of the semester 1 Sem. in WiSe
Level [7] Master (Advanced)
Language [DE] German
Lecturers
Area of study [WIW-MKT] Marketing
Livecycle-State [NORM] Active

Contents

  • Problem definition and designs
  • Sources of information and survey
  • Operationalization and measurement
  • Data analysis
  • Contingency analysis
  • Regression analysis
  • Analysis of variance
  • Conjoint analysis
  • Factor analysis
  • Multidimensional scaling
  • Cluster analysis

Literature

  • Mauffette-Leenders/Erskine/Leenders, Learning with Cases, WIR 608/129, Semesterapparat Roth
  • Homburg, C. (2015). Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensfuehrung (5th ed., pp. 1-1375). Wiesbaden: Gabler.
  • Kotler, P., Keller, K. L., & Bliemel, F. (2007). Marketing-Management: Strategien für wertschaffendes Handeln (12th ed.). München: Pearson Studium.

Materials

Skript über OLAT

Requirements for attendance (informal)

None

Requirements for attendance (formal)

None

References to Course [WIW-MKT-MAFV-K-7]

Module Name Context
[WIW-MKT-MAF-M-7] Market Research P: Obligatory 2V, 3.0 LP