Customer centricity and data-driven decision-making are the golden standards of modern businesses practices. Understanding when and how to collect, utilize and interpret the data are crutial for a successful work of a marketer.

This course introduces foundational knowledge and skills used in marketing and consumer research, and gives students initial hands-on experience with both qualitative and quantitative approaches. 

The course has two parts: qualitative and quantitative research.

In the qualitative part, students learn when and why to use exploratory methods and gain hands-on experience with approaches such as focus groups, in depth interviews, and basic videography.
In the quantitative part, students learn to design surveys, understand the logic of A/B testing, analyze and interpret datasets, and communicate insights clearly through data storytelling.

Across both parts, the course emphasizes selecting appropriate methods, evaluating data critically, and translating findings into actionable customer insights.

The aim of the course is to prepare students to work confidently with data insights as recipients or research commissioners, while giving a solid foundation for those who may later specialize in marketing and consumer research.

Upon completion of this course, students will be able to:

1. Distinguish when qualitative or quantitative approaches are appropriate for a given research question.
2. Plan and conduct a basic qualitative and qantitative study, design an interview guide, survey or A/B test, and analyze and interpret the data.
3. Conduct basic data exploration and analysis in Microsoft Excel and interpret the results.
4. Evaluate hypotheses by interpreting core statistical outputs.
5. Present and interpret descriptive statistics clearly through charts and tables.
6. Collaborate on assignments and communicate findings in English.

Attendance of the course sessions is mandatory. Students are allowed to miss up to 20% of the course time in justified cases. Students will be asked to work in small groups during the class meetings in order to earn credit for participation.

This course uses a mix of learning methods. In both parts, students work individually and in groups; learn on practical problems and through hands on tasks. The qualitative part includes conceptual input, multimedia resources, and structured reflection and discussion. The quantitative part focuses on applied problem solving: students work with Microsoft Excel, practice core analytical techniques  such as insights intepretation and communication. 

Students will also complete short field tasks and use current research tools and technology to understand how research is carried out in practice.

Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at readinglists@wu.ac.at.

Monika Koller monika.koller@wu.ac.at and Tatiana Rittler tatiana.rittler@wu.ac.at