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Applied Marketing Research (DLMBCBR02)

Course No.:

DLMBCBR02

Course Title:

Applied Marketing Research

Hours Total:

150 h

Credit Points:

5 ECTS

Course Type: Wahlpflicht

Course Availability: WS, SS

Course Duration: 1 Semester

Admission Requirements:

None

Course Coordinator / Instructor:

See current list of tutors in the Learning Management System

References to Other Modules:

Please see module description

Course Description:

In a global economy characterized by greater competition, companies operating internationally need comprehensive market-driven strategies in order to survive in the market place. The course allows students to explore marketing research, the information-gathering arm of marketing practice. The topic is viewed primarily from the perspective of a consumer of marketing research, i.e. a busy manager who needs information to guide decision making. Given their role in decision-making regarding marketing and sourcing marketing research, it is helpful for managers to understand how producers of research approach the process. This background will help you as a manager to become a better-informed consumer of research who is able to participate in research design, evaluate the quality of marketing information that crosses your desk, and conduct marketing research projects yourself when appropriate.

Course Objectives and Outcome:

On successful completion of this course, students will be able to:

  • Recognize and promote the importance of marketing research methodologies in supporting key marketing management decisions.
  • Identify some of the challenges of marketing research in an international environment.
  • Identify appropriate analysis tools for a given marketing related problem on a strategic and operational level.
  • Identify errors made in the research process.
  • Outline the stages of the marketing research process.
  • Identify ethics problems in a marketing research situation and propose an ethically sound approach.
  • Propose a research design to study a particular research question.
  • Compare and contrast different research methods.
  • Recommend good practice for a variety of research techniques.
  • Design questionnaires with sound measurement properties.

Upon completion of this course, students will be able to interpret results of advanced marketing research efforts. The focus is clearly on students as managers rather than on students as practitioners of marketing research. The focus on problem solving rather than on mathematical derivation enables students to critically analyze research results and participate in the management decision-making process. When they have completed this course, students should be able to transfer the gained insights into their future international work environment.

Teaching Methods:

A variety of learning materials are offered to students: depending on the course, these include printed and online course books, vodcasts, podcasts, online tutorials, case studies, and online knowledge tests. This range of learning materials is offered to students so they can study at a time, place, and pace that best suits their circumstances and individual learning style.

Course Content:

1 The Role of Marketing Research in Managerial Decision Making

1.1 The Institutions Involved in Marketing Research

1.2 The Importance of Marketing Research in Decision Making

1.3 Common Challenges in Conducting Marketing Research

2 Problem Definition and the Marketing Research Process

2.1 The Importance of Problem Definition

2.2 The Steps of the Marketing Research Process

2.3 Forward and Backward Linkages of the Marketing Research Process

3 Secondary Data and Qualitative Research

3.1 Advantages and Limitations of Secondary Data

3.2 Definition and Types of Qualitative Research

3.3 Limitations of Qualitative Research

4 Survey Research and the Concept of Measurement

4.1 Survey Errors and their Impact on the Research

4.2 Measurement Scales

4.3 Questionnaire Design

5 Observational Research

5.1 Observational Research Defined

5.2 Approaches to Observational Research

5.3 Advantages and Limitations of Observational Research

6 Sampling Issues, Data Processing, and Fundamental Data Analysis

6.1 Sampling Methods and Types of Samples

6.2 Data Processing Issues

6.3 Fundamental Data Analysis

7 Communicating the Research Results

7.1 The Major Steps in Communicating the Results

7.2 Organization of the Research Report

7.3 The Marketing Research Presentation

Literature:

• Aaker, D. A., Kumar, V., & Day, G. S. (2012). Marketing research (11th ed.). Hoboken, N.J. Wiley & Sons.
• Anderson, D. R., Sweeney, D. J., Williams, T. A., & Anderson, D. R. (2016). Statistics for business and economics (13th ed.). Nashville, TN: South-Western College.
• Churchill, G. A., & Iacobucci, D. (2009). Marketing research: Methodological foundations (10th ed.). Nashville, TN: South-Western College.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate data analysis: A global perspective (7th ed., New International). Upper Saddle River, NJ: Pearson.
• Malhotra, N. K. (2009). Marketing research: An applied orientation (6th ed.). Upper Saddle River, NJ: Prentice Hall.
• Solomon, M. (2016). Consumer behaviour: Buying, having, and being (12th ed.). New York City, NY: Pearson

Prerequisites to Qualify for Assessment:

• Depending on the course: Completion of online knowledge tests (approx. 15 minutes per unit, pass / not pass)
• Course evaluation

Assessment:

Exam, 90 min

Student Workload (in hours): 150

Self-study: 90
Self-testing: 30
Tutorials: 30