Syllabus

Title
5046 ExInt II: Internationale Marktforschung und quantitative Methoden (Gruppe 1)
Instructors
Dr. Arne Floh
Contact details
Type
FS
Weekly hours
2
Language of instruction
Deutsch
Registration
02/19/24 to 02/28/24
Registration via LPIS
Notes to the course
Dates
Day Date Time Room
Friday 03/01/24 09:00 AM - 01:00 PM D2.-1.019 Workstation-Raum
Friday 03/15/24 09:00 AM - 01:00 PM D2.-1.019 Workstation-Raum
Friday 04/12/24 09:00 AM - 01:00 PM D2.-1.019 Workstation-Raum
Friday 04/26/24 09:00 AM - 01:00 PM D2.-1.019 Workstation-Raum
Friday 05/17/24 09:00 AM - 01:00 PM D2.-1.019 Workstation-Raum
Friday 06/07/24 09:00 AM - 01:00 PM LC.-1.038
Contents

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

Assessment

Online Quiz 25 %

Questionnaire 15 %

Data Collection 10 %

Data Analysis + Report: 40 %

Peer Review 10 %

Prerequisites for participation and waiting lists

Anmeldung zur Lehrveranstaltung

Readings

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Recommended previous knowledge and skills

No prior statistical knowledge needed.

Availability of lecturer(s)
Unit details
Unit Date Contents
1 01.03.2024

09:00-13:00h
Course Content and Style, Introduction to International Marketing Research

2 15.03.2024

09:00-13:00h
Research Design: (Online) Surveys and Experimental Design 

3 12.04.2024

09:00-13:00h
Introduction to R, Descriptive Statistics with R

4 26.04.2024

09:00-13:00h
Hypothesis Testing with R, Regression Analysis

5 17.05.2024

09:00-13:00h
Longitudinal Analysis

6 07.06.2024

09:00-13:00h
Visualization - Writing Marketing Research Reports

Last edited: 2023-12-06



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