Module Handbook

  • Dynamischer Default-Fachbereich geändert auf WIW

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
Roth, Stefan, Prof. Dr. (PROF | DEPT: WIW)
Lecturers
Mentges, Sophie, M. Sc. (WMA | DEPT: WIW)
Area of study [WIW-MKT] Marketing
Reference course of study [WIW-88.21-SG#2009] M.Sc. Business Studies (2009) [2009]
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

From [WIW-MKT-MAFV-K-7] Market Research:
  • 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
From [WIW-MKT-MAFU-K-7] Exercise applied Market Research:
  • 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

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 of the module (informal)

Successful participation in “Marketing (Bachelor)”

Requirements for attendance of the module (formal)

None

References to Module / Module Number [WIW-MKT-MAF-M-7]

Module-Pool Name
[WIW-MKT-MPOOL-7] Field of Specialization: Marketing Management