MKT 520: Market Research

Contents
This module gives an overview of the market research process and deals with methods for data analysis and interpretation. The emphasis is on multivariate methods of data analysis. In presenting those analytical methods, a special focus is on discussing strengths and weaknesses of different methods and on possible fields of application in market research projects. Moreover, the application of different methods by means of common statistical software packages will be demonstrated.

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.

Necessary prerequisites
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Recommended prerequisites
Module CC 503, Basic marketing and statistic knowledge on Bachelor level / B.Sc. Business Administration

Examiner Performing lecturer

Prof. Dr. Florian Kraus Prof. Dr. Florian Kraus