Study Guide

Objective

Students will gain the ability to acquire information required by company management with the aid of marketing research. They will understand the principles of qualitative and quantitative research. They will know how to plan a piece of research and apply a suitable research method to solve their research problem.

Content

Concepts, needs and aims of marketing research
Ethics in marketing research
Qualitative and quantitative research methods
Compiling a research plan from the viewpoint of a selected research method
Conducting the research and analysing the results
Conclusions and compiling the research report

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students are able to use, compare and apply the fundamental contents and basic concepts of marketing research. They use versatile concepts in a variety of ways in the piece of research and can justify their use. The students are able to effectively combine and apply previous marketing competence in their marketing research. In the research report, analysis and conclusions they demonstrate an ability for critical assessment and to take future challenges into account. The aims of the marketing research assignment are achieved independently in a self-directed manner.

Assessment criteria, good (3)

The students are able to describe and explain the fundamental contents and basic concepts of marketing research. They use concepts and theory logically and systematically. The students are able to use and apply the most suitable research method. Their conduct of the research, analysis and conclusions form a logical, cohesive piece of research. The students work independently and can justify implemented solutions in the research report.

Assessment criteria, satisfactory (1)

The students are able to name, understand and to some extent use the fundamental contents and basic concepts of marketing research. Their research plan remains descriptive and their perception of the piece of research as a whole and reporting may remain somewhat cursory. The students are able to select a suitable research method. They are able to use previously acquired skills and knowledge to some extent when conducting their research and they still require supervision when forming the conclusions in their research report.