IBB-441 P420-0243 ibw4 4 VF 5 4 no English Project IBB-441 International Business 4 optional course 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. Prof. Dr. Tatjana König tko Prof. Dr. Tatjana König tko 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. - 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. Interactive lecture with case studies, applications and market research project - 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 Tue May 12 11:26:58 CEST 2026, CKEY=iimg, BKEY=ibw4, CID=[?], LANGUAGE=en, DATE=12.05.2026