4107 Global Marketing Research
Aikaterini Makri, Ph.D.
  • LV-Typ
  • Semesterstunden
  • Unterrichtssprache
11.02.2019 bis 20.02.2019
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Bachelor
Wochentag Datum Uhrzeit Raum
Dienstag 05.03.2019 11:30 - 14:30 D4.0.019
Freitag 15.03.2019 09:00 - 12:00 TC.5.16
Dienstag 19.03.2019 11:00 - 14:00 D2.0.374
Dienstag 02.04.2019 10:30 - 13:30 TC.2.02
Dienstag 09.04.2019 10:00 - 13:30 D2.0.382
Dienstag 07.05.2019 15:00 - 18:30 TC.2.01
Dienstag 14.05.2019 15:00 - 18:30 EA.5.040

Inhalte der LV

Providing a fundamental understanding of marketing research methods is the main objective of this course. The course flaw is structured in order to follow the steps of the marketing research process. In this respect, we will cover types of research design, techniques of data collection and data analysis. Particularly,topics covered will include problem definition, research design (exploratory,descriptive and causal), data collection methods, questionnaire design and attitude measurement, sampling schemes and data analysis. Emphasis will be given to both qualitative and quantitative aspects of marketing research. An international agenda will be present throughout the whole course, as issues faced by researchers when conducting international marketing research will be pointed out.

Lernergebnisse (Learning Outcomes)

By the end of this course students should be able to:

· Understand what marketing research is, how, why and when it is useful

· Identify different research designs and data collection methods

· Acknowledge measurement issues in marketing research

· Design and conduct marketing research projects

· Evaluate and interpret research designed by outside providers

· Recognize marketing research challenges in an international context

Regelung zur Anwesenheit

Please note that the first and last session are mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours  (1 session)  is  permitted.


Each session consists of a mixture of lectures, real life cases, in class assignments,research exercises and discussion.

Leistung(en) für eine Beurteilung

- class participation (20%)

- learning diary (10%)

- exam (40%)

- final assignment/ presentation (30%)

Grading Scheme (Total 100pts):
100-90 pts - 1
89-80 pts - 2
79-70 pts - 3
69-60 pts - 4
below 60 - failed


1 Autor/in: Feinberg/Kinnear/Taylor
Titel: Modern Marketing Research: Concepts, Methods, and Cases, International Edition

Verlag: Cengage Learning
Auflage: 2nd Edition
Jahr: 2013
Empfehlung: Stark empfohlen (aber nicht absolute Kaufnotwendigkeit)
Art: Buch

Erreichbarkeit des/der Vortragenden

You can reach the lecturer via email:


Lecture slides and additional readings will be made available online.

Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte
1 Course introduction, overview of course outline, the purpose and process of marketing research
2 Research design and data sources, secondary data
3 Exploratory and conclusive research
4 Measurement and Sampling
5 Quantitative research, surveys, questionnaire design
6 Qualitative research
7 Final assignment, presentations by students, Q&A and feedback
Zuletzt bearbeitet: 10.12.2018