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

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.

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 %

Anmeldung zur Lehrveranstaltung

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No prior statistical knowledge needed.

E-Mail: arne.floh@wu.ac.at