- Problemdefinition und Designs
- Informationsquellen und Erhebung
- Operationalisierung und Messung
- Datenanalyse
- Kontingenzanalyse
- Regressionsanalyse
- Varianzanalyse
- Conjoint-Analyse
- Faktorenanalyse
- Multidimensionale Skalierung
- Clusteranalyse
Module WIW-MKT-MAF-M-7
Market Research (M, 6.0 LP)
Module Identification
Module Number | Module Name | CP (Effort) |
---|---|---|
WIW-MKT-MAF-M-7 | Market Research | 6.0 CP (180 h) |
Basedata
CP, Effort | 6.0 CP = 180 h |
---|---|
Position of the semester | 1 Sem. in WiSe |
Level | [7] Master (Advanced) |
Language | [DE] German |
Module Manager | |
Lecturers | |
Area of study | [WIW-MKT] Marketing |
Reference course of study | [WIW-88.21-SG] M.Sc. Business Studies |
Livecycle-State | [NORM] Active |
Courses
Type/SWS | Course Number | Title | Choice in Module-Part | Presence-Time / Self-Study | SL | SL is required for exa. | PL | CP | Sem. | |
---|---|---|---|---|---|---|---|---|---|---|
2V | WIW-MKT-MAFV-K-7 | Market Research
| P | 30 h | 60 h | - | - | PL1 | 3.0 | WiSe |
2U | WIW-MKT-MAFU-K-7 | Exercise applied Market Research
| P | 30 h | 60 h | - | - | PL2 | 3.0 | WiSe |
- About [WIW-MKT-MAFV-K-7]: Title: "Market Research"; Presence-Time: 30 h; Self-Study: 60 h
- About [WIW-MKT-MAFU-K-7]: Title: "Exercise applied Market Research"; Presence-Time: 30 h; Self-Study: 60 h
Examination achievement PL1
- Form of examination: written exam (Klausur) (90 Min.)
- Examination Frequency: each semester
Examination achievement PL2
- Form of examination: practical examination
- Examination Frequency: Examination only within the course
Evaluation of grades
All partial module examinations have to be passed. The module grade is the weighted average of the partial examination grades according to the following weights:
Case study presentations (5 case studies, 4 case studies
count 25% each)
Contents
- Problemdefinition und Designs
- Informationsquellen und Erhebung
- Operationalisierung und Messung
- Datenanalyse
- Kontingenzanalyse
- Regressionsanalyse
- Varianzanalyse
- Conjoint-Analyse
- Faktorenanalyse
- Multidimensionale Skalierung
- Clusteranalyse
Competencies / intended learning achievements
After successful participation students will be able to:
- Evaluate the market research potential for applied problems.
- Critically evaluate survey instruments.
- Evaluate multivariate analysis methods.
- Choose appropriate market research desings.
Literature
- Böhler, H. (2004): Marktforschung, 3. Aufl., Stuttgart.
- Backhaus, K./Erichson, B./Plinke, W./Weiber, R. (2006): Multivariate Analysemethoden, 11. Aufl., Berlin.
- Fantapié Altobelli, C. (2007): Marktforschung, Stuttgart.
- Hammann, P./Erichson, B. (2000): Marktforschung, 4. Aufl., Stuttgart.
- Herrmann, A./Homburg, C. (Hrsg.) (2008): Marktforschung, 3. Aufl., Wiesbaden.
- Berekoven, L./Eckert, W./Ellenrieder, P. (2006): Marktforschung, 11. Aufl., Wiesbaden.
Aaker, D.A./Kumar, V./Day, G.S. (2007): Marketing Research, 9th ed., New York.
- Churchill, G.A./Iacobucci, D. (2005): Marketing Research, 9th ed., Mason OH.
Materials
OLAT
Requirements for attendance (informal)
Successful participation in “Marketing (Bachelor)”
Requirements for attendance (formal)
None
References to Module / Module Number [WIW-MKT-MAF-M-7]
Module-Pool | Name | |
---|---|---|
[WIW-MKT-MPOOL-7] | Field of Specialization: Marketing |