Upon successful completion of the course, students will discuss

• the importance of market research to business decision making.
• career opportunities in the market research industry.
• types of market research design.
• the most common market research methods.
• primary and secondary data collection methods.
• quantitative and qualitative market research methods.
• ways of writing market research reports.

• use secondary data to gather market-related information.
• apply qualitative and quantitative survey methods to answer market-specific questions.
• prepare and present market research results in a comprehensible way.

• write market research reports.

none

• Introduction to market research
• Market research design
• Dealing with secondary data in market research
• Qualitative market research methods
• Quantitative market research methods
• The use of artificial intelligence in market research
• Preparation and visualization of market research results
• Writing market research reports

Brace, I. (2013): Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research (Market Research in Practice). London: Kogan Page.

Hauge, P. (2021): Market Research in Practice: An Introduction to Gaining Greater Market Insight. London: Kogan Page.

Günther, M./Vossebein, U./Wildner, R. (2022): Market Research with Panels - Types, Surveys, Analysis, and Applications. Wiesbaden: Springer.

McQuarrie, E. (2015): The Market Research Toolbox: A Concise Guide for Beginners. Thousand Oaks: SAGE Publications.

Stewart, D. W./Shamdasani, P. N. (2014): Focus Groups: Theory and Practice. Thousand Oaks: SAGE Publications.

Lecture, discussion, self-study and group work, case studies

Integrated module examination

Continuous assessment type: Final presentation, written final report