040386 KU Market Research 1 (MA) (2022S)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften

Continuous assessment of course work

MIXED

Zielgruppe:
- Studierende des Masterstudiums Betriebswirtschaft (Version 2016), die im Rahmen der Vertiefungsphase "Marketing und Internationales Marketing" als Major oder Minor wählen.
- Studierende des Masterstudiums Internationale Betriebswirtschaft (Version 2016), die im Rahmen der Vertiefungsphase Wirtschaft / Betriebswirtschaft "Marketing und Internationales Marketing" wählen.
- Studierende anderer Studienrichtungen oder Gaststudierende, die eine Spezialisierung im Fach Marketing wählen. Diese Gruppe von Studierenden muss als Voraussetzung zur Teilnahme eine Grundausbildung im Marketing vorweisen. Als Richtschnur gilt dabei das Pflichtmodul "ABWL: Marketing" (6 ECTS) der Bachelorstudien Betriebswirtschaft (Version 2014) oder Internationale Betriebswirtschaft (2014). Ein entsprechender Nachweis ist im Sekretariat des Lehrstuhls zu erbringen.

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 is open from Mo 07.02.2022 09:00 to Mo 21.02.2022 23:59
Registration is open from Th 24.02.2022 09:00 to Fr 25.02.2022 23:59
Deregistration possible until Mo 14.03.2022 23:59

Details

max. 50 participants

Language: English

Lecturers

Ifigeneia Leri

Classes (iCal) - next class is marked with N

Prerequisites:
Good knowledge of English, knowledge of principles in Marketing (recommended).

Registration and attendance:
Both the course and the exams are in English. Students wishing to take this course must register via u:space during the registration period. The maximum number of participants is 50. The course classes take place in the virtual room.

Registered students who, for whatever reason, are not able to take the course must de-register electronically. The latest date by which the course can be dropped is March 14. Students who decide to drop the course after this deadline will be graded with 5 (failed).

Attendance is compulsory throughout the semester; more than three absences will automatically result in a “Failed” grade.

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.).

Students should also regularly check our homepage for any changes in dates/times or locations.

Tuesday 01.03. 13:15 - 14:45 Digital
Tuesday 08.03. 13:15 - 14:45 Digital
Tuesday 15.03. 13:15 - 14:45 Digital
Tuesday 22.03. 13:15 - 14:45 Digital
Tuesday 29.03. 13:15 - 14:45 Digital
Tuesday 05.04. 13:15 - 14:45 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
Tuesday 26.04. 13:15 - 14:45 Digital
Tuesday 03.05. 13:15 - 14:45 Digital
Tuesday 17.05. 13:15 - 17:00 Digital
Tuesday 24.05. 13:15 - 14:45 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock

Information

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 data collection issues and the challenges facing researchers when collecting marketing research data. Students also gain hands-on experience by conducting a marketing research project.

For more information, please visit https://marketing.univie.ac.at/studium/master/lvs-im-sommersemester/

Assessment and permitted materials

Performance in the course will be assessed as follows:
• Project: 20 Points
• Midterm Exam: 35 Points (on-site)
• Final Exam: 45 Points (on-site)

The project will be tackled in groups of 3-4 students; the same grade will be awarded to all students belonging to the same group (further details will be given in the Introduction session).

The Midterm Exam will consist of 30 multiple choice questions scored as follows: correct answer = 1, no answer = 0.

The final exam will contain 20 multiple choice questions and two essay-type questions. Both the midterm exam and the final exam will be based on the textbooks, additional readings and material covered in the various sessions.

Minimum requirements and assessment criteria

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

- textbook
- additional readings
- material covered in class

Reading list

Required textbook:
Iacobucci, D., Churchill, G. A. Jr. (2018): Marketing Research – Methodological Foundations, 12th ed., Earlie Lite Books, Nashville

Reading List:
In addition to the text books, selected journal articles and/or videos may be used to further support students’ understanding of marketing research. These articles and videos 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.