Market Research
| Code | MKT 520 | |
| Semester | Spring | |
| Type | Compulsory Lecture and Exercise | |
| ECTS Credits | 6 | |
| Assessment | Written Exam (100%) | |
| Language | English | |
| Format | Lectures & Excercises will take place on campus | |
| Timetable |
Kick-Off: Monday 09 February 2026, 13:45 – 15:15, EO 150 Lectures: Mondays 13:45 – 15:15, EO 150 Exercises: Wednesdays 13:45 – 15:15, O 142 | |
| Registration | Please register on Portal2 to get access to the ILIAS lecture & exercise groups. | |
| Contact | Vladislav Kucher, M.Sc. | |
| Lecturer | Prof. Dr. Florian Kraus | |
| Exam Date | June 5th, 2026 | |
| Additional Information | Successful completion of CC 503 (Empirical Methods) is recommended for this module. | |
| Learning Outcomes | Participants gain a sound knowledge of how market research projects are conducted and are able to critically evaluate market research projects. Especially, students will have an understanding of the data analysis methods used in market research and how these are applied by means of statistical software. The students are familiar with the strengths and weaknesses of the presented methods and know their fields of application within market research projects. | |
| Course Outline |
Students will gain both a conceptual understanding and hands-on experience in conducting and interpreting market research studies. Key topics and techniques include: • Foundations and Core Principles of Market Research: Understanding the role of market research in managerial decision-making, exploring the basic concepts, objectives, and limitations of research in a marketing context. • Designing Research Studies: Translating marketing questions into testable hypotheses, choosing a suitable methodology and planning studies to yield actionable insights. • Data Collection, Measurement, and Scaling Techniques: Selecting appropriate measurement scales, constructing effective questionnaires, and collecting high-quality data to ensure valid and reliable results. • Probability Sampling: Applying sampling techniques to obtain representative data, designing sampling frames, and executing surveys or experiments in practical marketing settings. • Data Analysis and Interpretation: Using empirical methods to analyze quantitative data, interpret results in the context of marketing problems, and make evidence-based recommendations. • Communication of Research Insights: Translating analytical findings into clear, actionable reports and presentations that inform managerial decision-making. | |
| Course Material | The lecture and exercise slides will be uploaded to each corresponding ILIAS group. |