Universität Wien
Warning! The directory is not yet complete and will be amended until the beginning of the term.

040223 KU Building Blocks of Marketing 1: Marketing Research (MA) (2025W)

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

Summary

1 Koch , Moodle
2 Reisinger , Moodle

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
Registration information is available for each group.

Groups

Group 1

max. 50 participants
Language: English
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Tuesday 07.10. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 14.10. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 21.10. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 28.10. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 04.11. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 11.11. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 18.11. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 25.11. 08:00 - 09:30 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 02.12. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 09.12. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 16.12. 11:30 - 13:00 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 13.01. 09:45 - 11:15 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß

Aims, contents and method of the course

The course seeks to introduce core concepts and techniques associated with the design and execution of marketing research projects. It focuses particularly on the research process, data collection issues, questionnaire design, sampling and measurement.

Course structure: Theoretical content is explained in a lecture. Each unit consists of approximately 75 minutes of theoretical presentation by the instructor and approximately 15 minutes of practical application of the learned material.

Assessment and permitted materials

This course is a continuing university course with an ongoing examination. The total performance assessment is based on the following partial performances:
• Participation: 20 %
• Midterm exam: 35 %
• Final exam: 45 %

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.).
Registered students who, for whatever reason, are unable to take the course must de-register electronically. The latest date by which the course can be dropped is October 12th. Students who decide to drop the course after this deadline will be graded with 5 (failed).
All registered students are required to attend the first session on October 7th, 2025 (Introduction), as failure to do so will result in their exclusion from the course. Students should also regularly check our homepage for any changes in dates/times or locations. https://ufind.univie.ac.at/

Minimum requirements and assessment criteria

All registered students are required to attend the first session on October 7th, 2025 (Introduction), as failure to do so will result in their exclusion from the course. Attendance at the remaining sessions is not mandatory but encouraged, as students' participation grade is determined by in-class work.

To be assessed positively, students must achieve a total of 50 points across the three examinations (participation, midterm exam, and final exam). The sum of the points gathered in the three examinations determines the overall performance of the participants:
88 - 100 points: Very good
75 - 87 points: Good
63 - 74 points: Satisfactory
50 - 62 points: Sufficient
0 - 49 points: Failed
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 are offered.

Examination topics

Slide collection of all teaching sessions.

Reading list

Slide collection of all teaching sessions.

Group 2

max. 50 participants
Language: German
LMS: Moodle

Lecturers

Classes (iCal) - next class is marked with N

  • Friday 24.10. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 31.10. 15:00 - 16:30 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 07.11. 15:00 - 16:30 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 14.11. 15:00 - 16:30 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 21.11. 16:45 - 18:15 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 28.11. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 05.12. 15:00 - 16:30 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 12.12. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 19.12. 15:00 - 16:30 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Friday 09.01. 15:00 - 16:30 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 16.01. 15:00 - 16:30 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 23.01. 15:00 - 16:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock

Aims, contents and method of the course

The aim of the course is to equip students to understand the various stages of the market research process, create a research design, use basic statistical methods of market research and to apply the content learned in the context of a project.

This course is aimed in particular at students of the Master's degree programs in Business Administration and International Business Administration who have chosen "Marketing" as their major or minor. This course is also open to students from other fields of study and visiting students who wish to specialize in marketing and meet the academic requirements.
To attend the course, students need to have already passed the courses Data Analytics, Management I – Marketing and Principles of Data Analysis for Marketing and Management Decisions (new study plan).

Assessment and permitted materials

The final grade is made up of the following partial performances:
• Test 1 at mid-term 20 points
• Test 2 at the end of the semester 20 points
• Project (presentation and written work) 30 points

Minimum requirements and assessment criteria

A minimum of 35 points is required to pass the course. There is no opportunity to retake missed or poorly completed parts of the course. Project work is carried out within a project group. All members of a project group receive the same number of points for the project work. The course uses Turnitin for plagiarism detection.
The positive grade range will be divided into equal parts.

Examination topics

Da nicht alle Inhalte im Rahmen des Vortrags abgedeckt werden, ist das begleitende Studium der angegebenen Literatur unbedingt erforderlich.

Reading list

Iacobucci, D., Churchill, G. A. Jr. (2022): Marketing Research – Methodological Foundations, 13th ed., Earlie Lite Books, Nashville

Association in the course directory

Last modified: Mo 27.07.2026 09:26