Universität Wien FIND

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

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work

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.



Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).


max. 50 participants
Language: English


Classes (iCal) - next class is marked with N

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


Aims, contents and method of the course

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.

Assessment and permitted materials

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.

Minimum requirements and assessment criteria

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.

Examination topics

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).

Reading list

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.

Association in the course directory

Last modified: Th 23.03.2023 00:14