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International Market Research

Module name (EN):
Name of module in study programme. It should be precise and clear.
International Market Research
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
International Business, Bachelor, ASPO 01.10.2020
Module code: IBB-441
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P420-0243
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4VF (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
5
Semester: 4
Mandatory course: no
Language of instruction:
English
Assessment:
Project

[updated 26.01.2020]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

IBB-441 (P420-0243) International Business, Bachelor, ASPO 01.10.2020 , semester 4, optional course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Tatjana König
Lecturer:
Prof. Dr. Tatjana König


[updated 06.03.2020]
Learning outcomes:
After completing this module, students will:
- have expanded their methodological and analytical skills,
- be able to differentiate between categories of information and methods,
- be able to assess the suitability of methods and sources for the questions and requirements of various company
  contexts,
- be able to design a basic questionnaire and list challenges for cross-country surveys,
- be capable of applying the steps and challenges within the market research process to a practical project,
- have developed skills to formulate preliminary hypotheses, evaluate and analyze data and resent and critically
  discuss market research results,
- know how to handle data confidentially and understand the ethical principles of market research,
- have further developed their social skills such as communication, compromise, and tolerance.
- have further developed their individual competencies towards a higher level of resilience, responsibility, and self-reflection.
 

[updated 06.03.2020]
Module content:
- Research designs (exploratory vs. conclusive, descriptive vs. causal, etc.),
- Methods/data (primary vs. secondary, qualitative vs. quantitative, experiment vs. survey, national vs. cross-national)
- Desk research (sources, quality criteria, application),
- Questionnaire design (scale types, scale levels, hypotheses, etc.),
- Market research project (data gathering, data coding and decoding, quality checks, data analysis in SPSS (frequencies,
  means, t-test, ANOVA (single factor)), and presentation of results),
- Challenges of transnational market research (country-specific,
  response behavior, comparability of questions, scales, etc.),
- Presentation, as well as critical discussions.
 
In addition, have further developed their social skills such as communication, compromise, and tolerance, as well as their individual competencies towards a higher level of resilience, responsibility, and self-reflection.

[updated 06.03.2020]
Teaching methods/Media:
Interactive lecture with case studies, applications and market research project

[updated 04.02.2020]
Recommended or required reading:
- Bauer, E. (latest edition), Internationale Marketingforschung: Informationsgewinnung für das internationale Marketing, München
- Berekoven, L., Eckert, W., Ellenrieder, P. (aktuellste Auflage), Marktforschung - Methodische Grundlagen und praktische Anwendung, Wiesbaden.
- Berndt, R., Fantapie Altobelli, C., Sander, M. (aktuellste Auflage), Internationales Marketing-Management, 4. Auflage, Heidelberg u.a.
- Malhotra, N.K., Nuan, D., Birks, D.F.  (latest ed.): Marketing Research - An Applied Approach, Person

[updated 23.12.2019]
 
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