B320 Market Research


Prof. Dr. Dominik Papies

Course description: B320
Language: English
Recommended for this semester or higher: 4
ECTS-Credits: 9
Course can be taken as part of following programs/modules: For more information please refer to alma.
Prerequisite for:


Prerequisites: ---
Course Type: Lecture (2 weekly lecture hours), Tutorial (2 weekly lecture hours)

on Tuesdays from 10am - 12pm c.t.- Hörsaal 24 Kupferbau, Beginning April 16, 2024

Important Note:
Additional lecture date on
Friday, April 19 from 8-10 am s.t. - room HS 22 Kupferbau

No in-person lecture on Tuesday, June 25 and July 2, 2024!

on Wednesdays from 8am - 10am c.t. - PC Lab 008, Nauklerstr 47

on Wednesdays from 12 pm (noon) - 2 pm c.t. - Room E02 Mohlstr. 36

Tutorial starts on April 17, 2024

Registration: Registration in Alma (not required)/only in ILIAS.
Downloads: ILIAS
Method of Assessment: Online written exam (60 minutes), tba
Exam last week of July or first half of August - Exam timetables will be posted on the Examination Office website.

Students know how to conduct their own market research project, under which circumstances which data collection method is appropriate, and which method of data analysis is optimal in which situation. Students will also be aware of how to apply the knowledge they acquire in lecture and practice course to marketing research case studies. In the tutorials, students learn to use and apply R.


1. Data collection
2. Data Visualization
3. Data Analysis

Literature: Field, A., & Miles, J. (2012). Discovering Statistics Using R. London; Thousand Oaks, Calif: Sage Publications Ltd.