602.411 (19S) Special Topics in Consumer Behavior: empirical research
Overview
- Lecturer
- Course title german Special Topics in Consumer Behavior: empirical research
- Type Lecture - Course (continuous assessment course )
- Hours per Week 2.0
- ECTS credits 4.0
- Registrations 9 (30 max.)
- Organisational unit
- Language of instruction English
- possible language(s) of the assessment English
- Course begins on 04.03.2019
- eLearning Go to Moodle course
- Seniorstudium Liberale Yes
Time and place
Course Information
Intended learning outcomes
Marketing Research is usually conducted empirically. As preparation for the Master's thesis this course will enable students to plan and conduct an empirical research study. This course focuses on how marketing decisions are made based on the marketing research process. Different research designs, data collection forms, measurement and scaling techniques, as well as techniques and tools for analyzing empirical data will be discussed. The course will help to understand the marketing research process theoretically and practically.
Teaching methodology including the use of eLearning tools
The course is divided into a theoretical part, where inputs are discussed, and a practical part, in which students have to form groups and work on a given research project.
Course content
In this course according to the marketing research process you will
- define the problem
- determine the research design
- design data collection forms and questionnaires
- determine sample plan and size
- collect the data
- analyze and interpret the data with SPSS
- prepare the research report and presentation
Prior knowledge expected
Basic understanding of empirical research
Literature
Bryman & Bell: Business Research Methods, latest edition.
Examination information
Grading scheme
Grade / Grade grading schemePosition in the curriculum
- Master's degree programme Applied Business Administration
(SKZ: 918, Version: 12W.4)
-
Subject: Marketing
(Compulsory elective)
-
Special Topics in Consumer Behavior (
2.0h VC / 4.0 ECTS)
- 602.411 Special Topics in Consumer Behavior: empirical research (2.0h VC / 4.0 ECTS)
-
Special Topics in Consumer Behavior (
2.0h VC / 4.0 ECTS)
-
Subject: Marketing
(Compulsory elective)
Equivalent courses for counting the examination attempts
-
Sommersemester 2022
- 602.411 VC Special Topics in Consumer Behavior: empirical research (2.0h / 4.0ECTS)
-
Sommersemester 2021
- 602.411 VC Special Topics in Consumer Behavior: empirical research (2.0h / 4.0ECTS)
-
Sommersemester 2018
- 602.411 VC Special Topics in Consumer Behavior: empirical research (2.0h / 4.0ECTS)
-
Sommersemester 2017
- 602.411 VC Special Topics in Consumer Behavior: empirical research (2.0h / 4.0ECTS)
-
Wintersemester 2016/17
- 602.411 VC Special Topics in Consumer Behavior: empirical research (2.0h / 4.0ECTS)
-
Sommersemester 2015
- 602.411 VP Special Topics in Consumer Behavior (2.0h / 4.0ECTS)
-
Wintersemester 2014/15
- 602.411 VK Special Topics in Consumer Behavior: (2.0h / 4.0ECTS)
-
Sommersemester 2014
- 700.009 SE Das Spiel als Gegenstand interdiszipinärer Forschung (Sparkassenseminar) (2.0h / 4.0ECTS)
-
Wintersemester 2012/13
- 602.412 VP Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2/ Medienmanagement: International Advertising (2.0h / 3.0ECTS)