Kenntnisse in Modulen des Gebiets Methoden (z.B. „Fundamentals of Business Analytics", Multivariate Verfahren“) sind von Vorteil. Grundkenntnisse der Statistik werden nachdrücklich empfohlen.

Vorlesung mit Seminarcharakter

Klausur (60 Minuten, 100% der Gesamtnote)

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Homburg, Ch., Klarmann, M., Vomberg, A. (2021), Handbook of Market Research. Springer, Cham.
Hayes, Andrew F. (2018), Introduction to Mediation, Moderation, and Conditional Process Analysis, 2nd ed., New York.

A list with mandatory readings will be provided at the beginning of the lecture.

Summer semester

Students who have participated in the module "Marketing Research",

• explain the process steps and the goals, decision options, and limitations of quantitative primary data collection in marketing.
• identify appropriate data and research methods against reflecting the current state of research to address a concrete research problem.
• apply appropriate analytical procedures to identify complex relationships in primary data sets.
• interpret statistical results and critically evaluate the validity of statistical conclusions.
• plan a quantitative primary data collection to adequately address a specific problem in marketing research or practice.

Lecture 2 contact hours (30 hours attendance and 60 hours own study)
Exercise 1 contact hour (Nr. 33861) (15 hours attendance and 45 hours own study)

The calculation is based on 15 semester weeks (14 lecture weeks and 1 exam week) and each SWS is included in the calculation with 60 minutes.

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