5146 ExInt II: Internationale Marktforschung und quantitative Methoden (Gruppe 2)
Dr. Arne Floh
Contact details
Weekly hours
Language of instruction
02/14/23 to 02/24/23
Registration via LPIS
Notes to the course
Day Date Time Room
Friday 03/03/23 02:00 PM - 05:00 PM TC.3.02
Friday 03/10/23 02:00 PM - 05:00 PM TC.3.02
Friday 03/17/23 02:00 PM - 05:00 PM TC.-1.61
Friday 03/24/23 02:00 PM - 05:00 PM TC.-1.61
Friday 03/31/23 02:00 PM - 05:00 PM TC.-1.61
Friday 04/28/23 02:00 PM - 05:00 PM TC.-1.61
Friday 05/05/23 02:00 PM - 05:00 PM TC.3.02
Friday 05/12/23 02:00 PM - 05:00 PM TC.-1.61
Friday 05/19/23 02:00 PM - 05:00 PM TC.-1.61
Friday 05/26/23 09:00 AM - 12:00 PM TC.-1.61

This module aims to provide students with a both theoretical and practical understanding of (international) marketing research is designed, conducted, and assessed. The module is organized around the stages of an international, quantitative marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). The course will be of particular value to students writing an empirical MSc dissertation and/or planning careers in international marketing research and marketing consulting.

The aims of this module are to

  • Gain knowledge of critical facets of marketing research theory and practice to gain insights into marketing management
  • Understand the need for managerial specialisms and the corresponding responsibilities of marketing research
  • Obtain systematic knowledge of sequential stages of marketing research
  • Understand the nature and techniques of applied marketing research and typical approaches
  •  Draw up a research proposal, apply research techniques in marketing practice


Learning outcomes

On successful completion of this module, the students will have demonstrated the ability to:

  • Understand the scope and character of marketing research.
  • Understand planning aspects of marketing research
  • Discuss and evaluate different applied marketing research approaches and designs
  • Understand social/ethical issues relating to marketing research
  • Identify key drivers affecting the use of marketing research in general.
Attendance requirements

Students are allowed to miss no more than 2 sessions. The module will be taught face-to-face on campus.

Teaching/learning method(s)

The teaching and learning strategy is designed to provide a range of delivery methods in a blended way to facilitate the development of skills in the key learning areas set out above. T&L methods include lectures, tutorials, lab sessions, workshops, project writing and self-directed learning


Online Quiz 25 %

Questionnaire 15 %

Data Collection 10 %

Data Analysis + Report: 40 %

Peer Review 10 %

Prerequisites for participation and waiting lists

Anmeldung zur Lehrveranstaltung


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Recommended previous knowledge and skills

No prior statistical knowledge needed.

Availability of lecturer(s)
Unit details
Unit Date Contents
1 03.03.2023

Course Content and Style, Introduction to International Marketing Research

2 10.03.2023

Research Design: (Online) Surveys and Experimental Design 

3 17.03.2023

Introduction to R, Descriptive Statistics with R

4 24.03.2023

Coaching Session

5 31.03.2023

Hypothesis Testing with R, Regression Analysis

6 28.04.2023

Longitudinal Analysis

7 05.05.2023

Visualization - Writing Marketing Research Reports

8 12.05.2023

Coaching Session

Last edited: 2023-03-02