Marktforschung (261032-D610) - Wintersemester 2025/2026
Liebe Studierende,
im Rahmen des Kurses findet eine wöchentliche Vorlesung und eine 14-tägige Übung in Präsenz statt. Die erste Vorlesungseinheit findet am 14.10.2025 statt. Der Starttermin für die Übung wird rechtzeitig bekanntgegeben.
Bitte schreiben Sie sich in diesen OPAL-Kurs ein, sodass wir Sie in Fällen von Agenda-Änderungen kurzfristig kontaktieren könnten.
Wir freuen uns auf das gemeinsame Semester mit Ihnen
Ihr Team der Professur Marketing
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Informationen zu den Inhalten der Lehrveranstaltung
Market Research covers the approaches and techniques required for a better understanding of customer needs, customer value and customer behavior. We will be engaging with how to collect own data (e.g., through a survey) and how to analyze existing observational data (e.g., behavioral data from customers).
The course explains the role of market research within the broader concept of marketing, introduces the various types of market research, data sources, data collection methods, and data analytical techniques.
The course will build on statistical methods in an applied form, making use of the statistical software R and also of Microsoft Excel. Coding experience or advanced statistical knowledge are not a prerequisites for the course.
The course will be taught in English.
Content
- Introduction: Relevance, Types and Trends
- Market Research: Objectives, Process and Tools
- Surveys: Questionnaire Design, Questions & Scaling
- Surveys: Sampling & Biases
- Analytics: R for Market Research
- Hypothesis Testing & Obtaining Observational Data
- Analytics: Group Comparisons
- Analytics: Regressions
- Causal Inference, Experiments, Moderation and Mediation
- Analytics: Using Qualitative Data Quantitatively
- Data Visualization
Learning Goals
The learning goal of the course is to enable you to conduct market research yourself—when working for a firm (e.g., in a Customer Analytics unit or beyond), for your Thesis, or before founding a company.
- Students develop a basic understanding of market research methodology and its implementation in marketing and can apply the latter to market research problems.
- They become familiar with the role, scope, and process of marketing research.
- They become familiar with the analytical techniques employed by market researchers.
- Students can relate the market research methods and outcomes with marketing and firm goals.
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Wir wünschen Ihnen allen einen guten Start in das Wintersemester und freuen uns auf ein gemeinsames Semester mit Ihnen.
Ihre Professur Marketing