Master - Winter Term - 5 CP - Teaching Assistant: David Egbert
This course includes aspects of quantitative marketing such as data collection (samples, survey design, coding, and handling of data sets) and data analysis (data set modification, uni- and multivariate Analysis e.g in SPSS). Further topics and methods of quantitative marketing will be presented and discussed in the lecture.
After this course students are able to design, conduct and analyze qualitative empirical studies, e.g. in their master thesis. They will acquire detailed knowledge about qualitative research methods. This course is designed to advance the methodological competence of the students and enable them to reach complex marketing-decision.
The course grade will be determined based on one of the following modes of evaluation: written exam (60 minutes), weight: 100%
Further information on this course can be obtained on CAMPUS or by contacting David Egbert.