Every day decisions as well as grand changes in most companies today are directed by data. In order to make smart marketing decisions one should know the market situation, watch out for competition, be familiar with the preferences of the target group and objectively evaluate the capabilities of a product.

This course covers the base set of topics and focuses on initial development of the skills relevant for data collection, analysis and critical interpretation necessary for marketing decision making.

After the completion of the course students should be able to plan and conduct a marketing research project: collecting, analyzing and interpreting the data and presenting the results convincingly.  

In particular the students will be able:

• Define research questions and hypotheses
• Develop a questionnaire
• Collect the data
• Prepare and evaluate the data in available statistical software (MSExcel)
• Run various statistical tests (T-tests, Chi-square test, Analyses of variance, Correlation and Regression analyses)
• Make critical conclusions and present research outcomes in a comprehensive way

For the successful completion of the course students are required to complete minimum 80% of the lectures. This includes the completion of in-lecture individual exercises: failure to complete dynamic lecture flow exercises is considered as failure to attend the lecture.

Flexible scheduling: Students will have the flexibility to complete online lecture flows (lectures 3 through 6) in their preferred time and pace within the completion time.  Specifically, each online lecture flow should be completed within 3 days (from Monday afternoon to Thursday afternoon of the respective lecture weeks).

Fixed Scheduling:

Students have to be available for the completion of the online course quizzes for one hour starting at the class scheduled time. Specifically:

• Quiz I -scheduled time of Lecture 2 (17.10.2023)
• Quiz II - scheduled time of Lecture 5 (21.11.2023)
• Quiz III - scheduled time of Lecture 6 (05.12.2023)

Students have to be available during the entire time of the scheduled in-class sessions

• Lecture 1 - 03.10.2023
• Lecture 2 - 10.10.2023
• Mandatory Coaching Session (Quiz II) - 14.11.2023*
• Mandatory Coaching Session (Final Project)  - 12/13/14.12.2023*
• Final Project Presentation - 19.12.2023

* individual time slots will be communicated at a later date. Please note that you only have to be available for your booked time slot.

Individual Work:

• Home assignment - 5%
• Class participation (esp. completion of in-class exercises) - 10%
• Quizzes (including theoretical knowledge and practical use of statistical software) – 40%

Teamwork:

• Development of the questionnaire – 10%
• Final Project – 35%

ATTENTION: Team projects will receive a grade for the team, however an individual grade for team task could vary. Upon completion of the team work, students will be asked to provide peer evaluation. In case multiple group members report over/under-proportionate effort of a group member, this member's grade will be increased/decreased respectively (the degree of increase/decrease will be calculated based on the averaged peer rating).

Grades:
from 90 %: Excellent
from 80 %: Good
from 70 %: Satisfactory
from 60%: Sufficient
< 60%: Not Sufficient

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Individual appointments by e-mail.

Lukas.Maier@wu.ac.at

Marie.Louise.Brand@wu.ac.at