Market research
- Type: Vorlesung (V)
- Semester: SS
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Lecturer:
Prof. Martin Klarmann
- SWS: 2
- Lv-No.: 2571150
Prerequisites |
This course is a prerequisite for students who are interested in seminar papers or theses at the Chair of Marketing. |
Bibliographic references |
Homburg, Christian (2012), Marketing Management, 4th ed., Wiesbaden. |
Content analysis |
The aim of this event is to give an overview of essential static procedures. In the course of the lecture, students will learn how to use and handle various statistical methods and analysis methods in practice. In addition, the following interpretation of the results following the use of an empirical survey will be in the foreground. The derivation of strategic action implications is an important competence which is required in numerous companies in order to optimally react to customer needs. The course covers the following topics, among others:
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Annotation |
Further information can be obtained directly from the Research Unit Marketing & Sales (marketing. iism. kit. edu). |
Workload |
Total expenditure with 4,5 achievement points: approx. 135.0 hours Presence time: 30 hours Preparation and follow-up of the course: 45.0 hours Examination and exam preparation: 60.0 hours |
Aim |
The aim of this event is to give an overview of essential static procedures. In the course of the lecture, students will learn how to use and handle various statistical methods and analysis methods in practice. In addition, the following interpretation of the results following the use of an empirical survey will be in the foreground. The derivation of strategic action implications is an important competence which is required in numerous companies in order to optimally react to customer needs. The course covers the following topics, among others: Theoretical basics of market research |
Scrutiny |
The performance review takes place in the form of a written examination (60 min.) (according to §4 (2), 1 SPO). |