Executives need concrete and accurate information on which they can base their decisions. Due to the continuous need for market information, the practical importance of collecting relevant data and analyzing it to obtain the information needed to make decisions is increasing. Market research enables the provision of the required information. The course provides insights into the scientific basics of market research. In addition, the different characteristics of market research problems are outlined and the steps of a market research process are explicated. Based on this, exploratory, descriptive, and causal market research designs are presented. For each type of market research design, relevant analysis procedures are explained in detail. The content is presented in the form of a classroom tutorial. In addition, this course is supplemented by online content.

After attending the course, students should be able to conduct market research by themselves. Therefore, special emphasis is placed on the basics of planning, conducting, evaluating, and interpreting market research projects.

Kurs im HIS-LSF