Universität Wien FIND

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040562 KU International Marketing Research 2 (MA) (2021S)

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

Although the course is held in English, sound knowledge of German is necessary for relevant project work.

Students taking this course must have already successfully completed the Data Analysis for Marketing Decisions course.

It is absolutely essential that all registered students attend the first session on March 1st, 2021 (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.)

Erasmus students must have successfully completed a marketing research course at their home university. To be able to attend the course they must hand in a relevant transcript/certificate by March 7th, 2021.



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



MO 01.03.2021 09.45-11.15 Digital
MO 08.03.2021 09.45-11.15 Digital
MO 15.03.2021 09.45-11.15 Digital
MO 22.03.2021 09.45-11.15 Digital
MO 12.04.2021 09.45-11.15 Digital
MO 19.04.2021 09.45-11.15 Digital
MO 26.04.2021 09.45-11.15 Digital
MO 03.05.2021 09.45-11.15 Digital
MO 10.05.2021 09.45-11.15 Digital
MO 17.05.2021 09.45-11.15 Digital
MO 14.06.2021 09.45-11.15 Digital


Aims, contents and method of the course

The course seeks to develop critical skills for designing and executing international marketing research projects. It builds directly on the knowledge gained from the International Marketing Research 1 course and highlights measurement, sampling, and data analysis issues in an international research setting.

The course involves a combination of formal lectures and workshop sessions, held online via Zoom or a similar platform. Students are expected to have their cameras on during all session.

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 final exam.

Minimum requirements and assessment criteria

As the course has prüfungsimmanenten Charakter, attendance is compulsory throughout the semester (see also Admission and Attendance Policies on our homepage); more than three absences will automatically result in a failed grade.

In total, a minimum of 50 percent needs to be attained overall 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 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 1 course):
Craig S.C. and Douglas S.P. (2005): International Marketing Research, 3rd edition, John Wiley & Sons, Ltd. (ISBN 0-470-01095-9)

Babin, B.J. and Zikmund, W.G. (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: Tu 25.05.2021 13:07