International Marketing Research

Short Name
Int. Marketing Research
Module Code
1104
Module Coordinator
  • Prof. Dr. Jan Freidank
Teacher
  • Prof. Dr. Jan Freidank
Short Description

International market research process from research objectives to interpretation of results; quantitative and qualitative research designs

Learning Objectives

Students shall understand fundamental methodologies and concepts of market research in an international environment. They shall be able to apply quantitative and qualitative methods to real life business cases, as well as to interpret the results of marketing research and to formulate conclusions.

Contents
  • goals of market research
  • marketing research in the international environment
  • design and use of research instruments;
  • data analysis skills: qualitative tools
  • interpretation of information
  • formulation of research findings and implications
Expertise
Method Competence
Social Competence
Self Competence
Duration in Semester
1
Instruction Language
English
Total Effort
6 CrP; an estimated 6 hours, of which approximately 4 are spent in class.
Weekly School Hours
4
Method of Instruction

Seminaristischer Unterricht

Requirements for the awarding of Credit Points
  • TL1 end-of-term test (90 min.) (50%),
  • TL2 presentation (50%)
Availability
Yearly
References
  • Malhotra, N.: Marketing Research
  • McDaniel, C., Gates, R., Marketing Research
  • Herrmann, A., Homburg, C., Marktforschung