Seminar Researching Markets Introduction

Goal of Seminar Companies are analyzing markets to determine challenges and opportunities, and finding the information needed to make suitable decisions. This seminar aims at providing a first overview on research goals, contents and methods. All research methods have positive and negative aspects to them and there are many ways to conduct a study. There are numerous ways to answer a question, and different techniques to use. The objective of this seminar is to acquaint the students with a general overview on quantitative and qualitative market research techniques in the field of business-to-business markets – and to highlight some of the pitfalls of each approach. The seminar is divided in three sections: Part 1: Marketing Research Essentials: The Process An introduction to market research – covering the basics of market research, setting research objectives, data-driven marketing methodologies, strategic market research. Part 2: Tools and Marketing Metrics The tools of the market researcher – covering qualitative and quantitative tools, sampling, interviewing methods and questionnaire design. Introduction to the -Handbook of Marketing Scales-. Part 3: Choosing the Right Method and Scales: Practical Studies Data analysis and interpretation, reporting and communicating the findings: a background to business-to-business market research. Assignment: Test, 90 minutes Literature: Anne E. Beall (2010): Strategic Market Research, A Guide to Conducting Research that Drives Businesses, Universe, NY Paul Hague, Nick Hague, Carol-Ann Morgan (2004): Market Research in Practice – A Guide to the Basics, Kogan Page Ltd. Mark Jeffery (2010): Data-Driven Marketing – The 15 Metrics Everyone in Marketing Should Know, Wiley Handbook of Marketing Scales FB 07 Dialog Marketing Competence Center Uni Kassel SoSe 2014 Lehrveranstaltungspool FB 07 Prof. Falkenreck Christine