Modul Market Research

Code:	257300
Module title:	Market Research
Version:	1.0 (11/2019)
Last update:	31.01.2025
Responsible person:	Prof. Dr. phil. Zips, Sebastian Sebastian.Zips@hszg.de

Offered in 11 study courses:	Business Administration (B.A.) valid from class 2024
	European Business (B.A.) valid from class 2025
	Integrated Management (M.Sc.) valid from class 2020
	Integrated Management (M.Sc.) valid from class 2021
	Integrated Management Systems (M.Sc.) valid from class 2023
	Integrated Management Systems (M.Sc.) valid from class 2025
	International Business Communication (B.A.) valid from class 2021
	International Business Communication (B.A.) valid from class 2022
	International Business Communication (B.A.) valid from class 2025
	Sustainable Business Administration (B.A.) valid from class 2024
	Sustainable Business Administration (B.A.) valid from class 2025

Semester according to time table:	SoSe+WiSe (summer and winter semester)
Module level:	Bachelor/Diplom
Duration:	1 semester
Status:	elective core module (specialization)
Place where the module will be offered:	Zittau
Language of Instruction:	English

Workload* in

SCH **

semester

hours

ECTS Credits

1

2

3

L

S

P

O

L

S

P

O

L

S

P

O

150

5

4.0

2

2

0

0

*	Overall workload per module (1 ECTS credit corresponds to a workload of 30 hours)
**	One semester credit hour (SCH) corresponds to a workload / class meeting of 45 minutes per week in a semester

Self study time in hours	total	subdivided into
	105	20 Preperation of contact hours	60 Preparation of exam	25 Others

Learning and teaching methods:	Lecturing, group works, interviews, experiments

Further information:

free for all



Exam(s)
Assessment	Major exam (presentation)	-	100.0%

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Syllabus plan/Content:	Market Research: Basic terms in market research, methodological basics. Use of data from databases and statistics. Conception, implementation, evaluation of online surveys. Evaluate Data Set by using SPSS or R. Preparing a report and presenting the results. Geomarketing: Basic principles and objectives in geomarketing Evaluating regional statistics Drawing up sales area maps

Learning Outcomes:
Subject-specific skills and competences:	After successful completion of the course, students will be able to: - name basic terms of market research and methodological basics (factual level). - find information about markets, trends and customer wishes in statistical databases. (Problem-solving skills, analytical skills, market-environment orientation). - design, carry out and evaluate a customer survey (conceptual skills, planning skills, project work, organisational skills, systematic approach). - prepare a report and present it using digital media (Holistic thinking, media and digital orientation, result-oriented action). - name basic terms and objectives of geomarketing (factual level) - find information on area-specific trends, economic conditions, customer wishes in regional statistical databases (Problem-solving ability, analytical skills, market-environment orientation).
Generic competences (Personal and key skills):	After successful completion of the course, students will be able to: - independently familiarise themselves with common measurement methods and assess their suitability for a specific application." - think and act in an interdisciplinary manner. - organise their own work process effectively.

Pre-requisites:	Marketing, basics of statistics, basic knowledge of Excel
Optional pre-requisites:	Experience with SPSS or R, Online survey tools

Literature:	Field, A., current edition. Discovering Statistics Using IBM SPSS. Sage Publications Harrison, Matthew et al., current edition. Market Research in Practice: An Introduction to Gaining Greater Market Insight. Kogan Page. Sarstedt, M., current edition. A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics (Springer Texts in Business and Economics). Wiesbaden.