Universität Wien

040223 KU International Marketing Research 1 (MA) (2020W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Prüfungsimmanente Lehrveranstaltung

It is absolutely essential that all registered students attend the first session (Introduction/Vorbesprechung) as failure to do so will result in their exclusion from the course.

By registering for this course you agree that the automated plagiarism software Turnitin processes and stores your data (i.e. project work, seminar papers, exams, etc.).

Exchange students must have successfully completed at least a basic/introductory marketing course at their home university. To be able to attend the course they must hand in a relevant transcript/certificate by October 11th, 2020.



Hinweis: Ihr Anmeldezeitpunkt innerhalb der Frist hat keine Auswirkungen auf die Platzvergabe (kein "first come, first served").


max. 50 Teilnehmer*innen
Sprache: Englisch


Termine (iCal) - nächster Termin ist mit N markiert

Montag 05.10. 09:45 - 11:15 Digital
Montag 12.10. 09:45 - 11:15 Digital
Montag 19.10. 09:45 - 11:15 Digital
Montag 09.11. 09:45 - 11:15 Digital
Montag 16.11. 09:45 - 11:15 Digital
Montag 23.11. 09:45 - 11:15 Digital
Montag 30.11. 09:45 - 11:15 Digital
Montag 07.12. 09:45 - 11:15 Digital
Montag 14.12. 09:45 - 11:15 Digital
Montag 11.01. 09:45 - 11:15 Digital
Montag 18.01. 09:45 - 11:15 Digital
Montag 25.01. 09:45 - 11:15 Digital


Ziele, Inhalte und Methode der Lehrveranstaltung

The course seeks to introduce core concepts and techniques associated with the design and execution of international marketing research projects. It focuses particularly on data collection issues in an international context and the challenges facing researchers when collecting international marketing research data.

Content: Introduction to marketing research, research process and design, secondary research, observation, qualitative research, survey research, questionnaire design.

The course involves a combination of formal lectures and workshop sessions, held online via Big Blue Button, Collaborate or similar plattforms.

Art der Leistungskontrolle und erlaubte Hilfsmittel

Performance in the course will be assessed as follows:
Test 1 (unannounced) 30 %
Test 2 (unannounced) 30 %
Final Exam 40 %

No material other than a dictonary may be used in the unannounced tests and the final exam.

Mindestanforderungen und Beurteilungsmaßstab

In total, a minimum of 50% needs to be attained to pass the course. The grading system looks as follows: 0 to 49% - grade 5, 50 to 59% - grade 4, 60 to 69% - grade 3, 70 to 79% - grade 2, 80 to 100% - grade 1. Students who fail must repeat the entire course (and must register in the usual way next time the course is offered). No opportunities for make-ups will be offered.


The two unannounced tests will be multiple choice questions with negative marking. The final exam will last 45 minutes will be based on the textbooks, additional readings and material covered in the lectures (including case studies).


Textbooks (also used in the International Marketing Research 2 course):
Craig S.C. and Douglas S.P. (2005): International Marketing Research, 3rd edition, John Wiley & Sons, Ltd. (ISBN 0-470-01095-9)

Zikmund, W.G. and Babin, B.J. (2016): Exploring Marketing Research, 11th edition, South-Western Cengage Learning. (ISBN-10 1305263529)

Reading List:
In addition to the text books, selected journal articles may be used to further support students’ understanding of international marketing research. These articles will be placed on Moodle and students informed accordingly.

Reading the textbook chapters as well as the selected research papers is an essential part of the course (especially as preparation for the sessions!) and as important as attending lectures.

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Fr 12.05.2023 00:12