602.411 (18S) Special Topics in Consumer Behavior: empirical research

Sommersemester 2018

Registration deadline has expired.

First course session
03.03.2018 08:30 - 15:00 S.0.05 On Campus
... no further dates known

Overview

Lecturer
Course title german Special Topics in Consumer Behavior: empirical research
Type Lecture - Course (continuous assessment course )
Hours per Week 2.0
ECTS credits 4.0
Registrations 9 (30 max.)
Organisational unit
Language of instruction English
possible language(s) of the assessment English
Course begins on 03.03.2018
eLearning Go to Moodle course
Seniorstudium Liberale Yes

Time and place

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Course Information

Intended learning outcomes

Marketing Research is usually conducted empirically. As preparation for the Master's thesis this course will enable students to plan and conduct an empirical research study.  This course focuses on how marketing decisions are made based on the marketing research process. Different research designs, data collection forms, measurement and scaling techniques, as well as techniques and tools for analyzing empirical data will be discussed. The course will help to understand the marketing research process theoretically and practically.


Teaching methodology including the use of eLearning tools

The course is divided into a theoretical part, where inputs are discussed, and a practical part, in which students have to form groups and work on a given research project.

Course content

In this course according to the marketing research process you will

  1. define the problem
  2. determine the research design
  3. design data collection forms and questionnaires
  4. determine sample plan and size
  5. collect the data
  6. analyze and interpret the data with SPSS
  7. prepare the research report and presentation

Prior knowledge expected

Basic understanding of empirical research

Literature

Bryman & Bell: Business Research Methods, latest edition.

Examination information

Im Fall von online durchgeführten Prüfungen sind die Standards zu beachten, die die technischen Geräte der Studierenden erfüllen müssen, um an diesen Prüfungen teilnehmen zu können.

Examination methodology

Application of discussed content in a research Project

Design

Analysis

Reporting

Examination topic(s)

Conducting a research project

Assessment criteria / Standards of assessment for examinations

Group assignment 70%

Single Assignment 30%

Grading scheme

Grade / Grade grading scheme

Position in the curriculum

  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 12W.4)
    • Subject: Marketing (Compulsory elective)
      • Special Topics in Consumer Behavior ( 2.0h VC / 4.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior: empirical research (2.0h VC / 4.0 ECTS)
  • Master's degree programme Information Management (SKZ: 922, Version: 13W.2)
    • Subject: Marketing (Compulsory elective)
      • 5.6.3 Special Topics in Consumer Behavior ( 2.0h VC/KS / 4.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior: empirical research (2.0h VC / 4.0 ECTS)
  • Masterstudium Information and Communications Engineering (ICE) (SKZ: 488, Version: 15W.1)
    • Subject: Management and Law: Complements (WI) (Compulsory elective)
      • Management and Law: Complements ( 0.0h VO, VK, KU / 8.0 ECTS)
        • 602.411 Special Topics in Consumer Behavior: empirical research (2.0h VC / 4.0 ECTS)

Equivalent courses for counting the examination attempts

Sommersemester 2022
  • 602.411 VC Special Topics in Consumer Behavior: empirical research (2.0h / 4.0ECTS)
Sommersemester 2021
  • 602.411 VC Special Topics in Consumer Behavior: empirical research (2.0h / 4.0ECTS)
Sommersemester 2019
  • 602.411 VC Special Topics in Consumer Behavior: empirical research (2.0h / 4.0ECTS)
Sommersemester 2017
  • 602.411 VC Special Topics in Consumer Behavior: empirical research (2.0h / 4.0ECTS)
Wintersemester 2016/17
  • 602.411 VC Special Topics in Consumer Behavior: empirical research (2.0h / 4.0ECTS)
Sommersemester 2015
  • 602.411 VP Special Topics in Consumer Behavior (2.0h / 4.0ECTS)
Wintersemester 2014/15
  • 602.411 VK Special Topics in Consumer Behavior: (2.0h / 4.0ECTS)
Sommersemester 2014
  • 700.009 SE Das Spiel als Gegenstand interdiszipinärer Forschung (Sparkassenseminar) (2.0h / 4.0ECTS)
Wintersemester 2012/13
  • 602.412 VP Special Topics MIM / MIM-Grundlagen 3/ MIM-Vertiefung 2/ Medienmanagement: International Advertising (2.0h / 3.0ECTS)