Consumer Research
| Module: | Marketing I |
| Coordinator: | Dr. Sören Köcher |
| Scope/ Credits: | 4 SWS / 7,5 Credits |
| Course Type: | Lecture and Exercise |
| Language: | German |
Content
Consumer research investigates how consumers process and use information about products and services in order to make judgments and decisions. This module provides students with insights into consumer behavior research. The objective of the course is to teach the fundamental aspects and methods of consumer research, with a particular focus on experimental research design and analysis. The contents of the course include: (1) basic introduction to consumer research, (2) classical and (3) novel research approaches, and (4) online research methods. In the accompanying exercise course, students extend the knowledge and skills acquired in the lecture.
The module provides advanced knowledge of the central methods and instruments of consumer research. As part of the course, students learn about the relevance of consumer research for business practice, develop a basic understanding of the most commonly used consumer research methods, gain insights into the design, implementation and evaluation of studies to research consumer behavior and are enabled to critically evaluate research projects.
Time and Place
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Documents
