Chair of Marketing and Consumer Behavior

Introduction to Market Research

Lecturer:
Prof. Dr. Yasemin Boztuğ

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

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



The event will take place live online, a recording will be made available afterwards in StudIP.

Time and Place:
Lecture:
Mondays, 10:15 - 11:45 o'clock, Room t.b.a.


Required Examinations:
Exam (90 minutes), 6 credits
Date and format, t.b.a.