Course: Marketing Research (5702-212)

Persons:

• Prof. Dr. Verena Hüttl-Maack (verantwortlich)

Type of Course:

lecture with exercise

In-Class Hours Per Week:

3

Contents:

The course starts with an introduction into general concepts of purchase behavior and a discussion of the importance of marketing research for marketing decisions and corporate success. It deals with data collection methods, measuring methods, scale development, experimental designs, sampling techniques and data analysis, the presentation of data and its interpretation.

Literature:

To be announced in the course.

Location:

Hohenheim

Module:

• 5702-210 Basic Module Market-Oriented Management (compulsory)