13.1.13.11 HB6209 Marketing Research and Methods 2 CR 3 ECTS Credits

Objectives:
The student will become familiar with the basics of scientific research and the areas of marketing research. He/she will acquire the basic methodical skills for independent research and development. He will be trained in using qualitative and quantitative research methods in marketing, particularly in service and relationship marketing research. He will know the basics of the reporting of a scientific theses in writing and orally.

Content:
Marketing as Research Target / Research Plan and Methods / Quantitative Research Methods and Implementing Research / Qualitative Research Methods and Implementing Research / Seminar: Presentation of Scientific Study (structure, style, language and layout)

Method:
Lectures, assignment

Semester:
Term 3