Information on individual educational components (ECTS-Course descriptions) per semester | |
| Degree programme: | Bachelor International Business Administration Part-time |
| Type of degree: | FH Bachelor´s Degree Programme |
| Part-time | |
| Winter Semester 2024 | |
| Course unit title | Quantitative methodology and market research |
| Course unit code | 025008030201 |
| Language of instruction | German |
| Type of course unit (compulsory, optional) | Compulsory |
| Semester when the course unit is delivered | Winter Semester 2024 |
| Teaching hours per week | 2 |
| Year of study | 2024 |
| Level of course unit (e.g. first, second or third cycle) | First Cycle (Bachelor) |
| Number of ECTS credits allocated | 3 |
| Name of lecturer(s) | Florian BÜHLER Wibke HEIDIG |
| Prerequisites and co-requisites |
Successful completion of the course Market-Oriented Corporate Management and Statistics |
| Course content |
Based on a research question, a theoretically sound questionnaire is developed and a survey is conducted. The questionnaires are coded and entered into a suitable software. Then the students calculate various key figures (mean, variance, etc.) and create tables as well as graphs. Finally, various hypotheses are tested and a research report is prepared. The evaluations are carried out in SPSS. |
| Learning outcomes |
The confident application of quantitative research methods is a core competence for graduates of the International Business Administration degree programme. Using the example of a concrete market research question, the knowledge acquired in the Marketing Management course is combined with the methods learned in the Statistics course and an application-oriented market research paper is prepared. The students can explain the process of a quantitative empirical market research study. They can describe and justify the importance of market research for marketing or for the company not only from theory, but also on the basis of their own experience with a case study in a problem-based manner. The students learn to create a theoretically justified questionnaire and to draft a research design for a survey. They understand which methods are suitable for answering the research question and are able to select evaluation methods in a well-founded manner. In small groups, the students conduct independent descriptive data analyses with key figures, tables and graphs and test difference and correlation hypotheses using suitable statistical methods (e.g. correlations according to Pearson and Spearman, t-test, U-test, single factor analysis of variance). |
| Planned learning activities and teaching methods |
Interactive course with lecture, case studies, exercises in individual and group work, presentations and homework. |
| Assessment methods and criteria |
Written exam, written paper, individual weighting according to the instructors, announcement at the beginning of the semester |
| Comment |
None |
| Recommended or required reading |
Field, Andy (2017): Discovering Statistics Using IBM SPSS. London: SAGE Publications. Field, Andy (2016): An Adventure in Statistics: The Reality Enigma. London: SAGE Publications. Koch, Jörg (2012): Marktforschung. Grundlagen und praktische Anwendungen. 6. Aufl. München: Oldenbourg. Mayer, Horst Otto (2013): Interview und schriftliche Befragung. Grundlagen und Methoden empirischer Sozialforschung. 6. Aufl. München: Oldenbourg. |
| Mode of delivery (face-to-face, distance learning) |
Classes with compulsory attendance in individual teaching units (simulation game, seminars) supplemented by asynchronous teaching units for the presentation of elementary basics, which are assumed as given knowledge |
| Winter Semester 2024 | go Top |