Chair of Marketing and Consumer Behavior

Introduction to Market Research

Lecturer:
Prof. Dr. Yasemin Boztuğ

Teaching Assistant:
Chiara Pfeiffer, M.Sc.

Target Audience:
Bachelor BWL, VWL, VWL alt, WInfo, WiPäd

Course Language:
German

Learning Goals:
Students will be introduced to the fundamentals of market research. The aim of the course is to acquire the following knowledge:

  • Theoretical foundations of market research
  • Methods of market research (qualitative and quantitative)
  • Development and design of questionnaires and experiments
  • Analysis of questionnaires and experiments
  • Application of statistical methods to marketing contexts



Time and Place:
Lecture:
Mondays, 10:15 am - 11:45 am, ZHG 001
(first lecture on 06.11.2023)

Tutorial:
Tuesdays, 12:00 pm – 1:45 pm, 05.12.2023 - 06.02.2024, MZG 7.153 or
Tuesdays, 2:15 pm - 3:45 pm, 05.12.2023 - 06.02.2024, MZG 7.153

  • Only one of the tutorials should be attended.
  • The specific tutorial dates (seven sessions) will be announced in the lecture.


Required Examinations:
Exam (90 minutes), 6 credits
19.02.2024, 10:15 am - 11:45 am, ZHG 008