Letzte Änderung : 05.12.2025 13:32:51
Output
| Code: | 257300 |
| Module title: | Market Research |
| Version: | 1.0 (11/2019) |
| Last update: | 31.01.2025 11:22:45 | Person responsible for content: | 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 Systems (M.Sc.) valid from class 2023 | Integrated Management Systems (M.Sc.) valid from class 2025 | Integrated Management (M.Sc.) valid from class 2020 | Integrated Management (M.Sc.) valid from class 2021 | 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 timetable: | SoSe+WiSe (summer and winter semester) |
| Module level: | Bachelor/Diplom |
| Duration: | 1 semester |
| Language of Instruction: | English |
| Place where the module will be offered: | Zittau |
| ECTS Credits: | 5 |
| Student workload (in hours): | 150 |
| Number of hours of teaching: | |||||||
Lecture |
Seminar/Exercise |
Laboratory work |
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| Learning and teaching methods: | Lecturing, group works, interviews, experiments |
| Further information: | free for all |
| Exam(s) | |||
| Assessment | Major exam (presentation) | 100.0% | |
| 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 Goals | |
| 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. |
| Prerequisites: | Marketing, basics of statistics, basic knowledge of Excel |
| Optional: | 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. |