Universität Wien FIND
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330084 VO+SE Communication- and mediaresearch (2019S)

Continuous assessment of course work


max. 30 participants
Language: German


Classes (iCal) - next class is marked with N

Wednesday 13.03. 14:00 - 19:00 Friedrich Becke Seminarraum 2C315 3.OG UZA II
Thursday 14.03. 08:45 - 13:45 Friedrich Becke Seminarraum 2C315 3.OG UZA II
Thursday 21.03. 08:45 - 17:30 Seminarraum 2E560 Ernährungswissenschaften UZA II


Aims, contents and method of the course

Introduction on science of communication-, market und opinion research based on the market research process. Methods of empirical social research as precondition of communication and marketing approaches with practical examples from FMCG Food fields. Discussion on specific literature and case studies. Media research, media analysis.

Assessment and permitted materials

Compulsory attendance, active participation 50%, practical cases and exercises 50%.

Minimum requirements and assessment criteria

Enable students to understand and perform independently and correctly different empirical methods as well as to analyze and interpret generated data in order to decide on communicative measures in marketing. Identify psychological relations between market-, opinion and media research and consumer behavior respectively buying decisions of food products.

Examination topics

Media- und communications science, empirical social research. Combination of theoretical lecture with audiovisual support and practical exercises when working on case studies.

Reading list

Buber, Renate und Hartmut Holzmüller: Qualitative Marktforschung: Konzepte - Methoden - Analysen. 2009
Föll, Kerstin: Consumer Insight: Emotionspsychologische Fundierung und praktische Anleitung zur Kommunikationsentwicklung. 2012.
Halfmann, Marion: Zielgruppen im Konsumentenmarketing. 2014.
Atteslander, Peter und Jürgen Cromm: Methoden der empirischen Sozialforschung. 2010
Zeisel, Hans, Marie Jehoda und Paul Lazarsfeld: Die Arbeitslosen von Marienthal. Ein soziographischer Versuch über die Wirkungen langandauernder Arbeitslosigkeit. Suhrkamp Verlag.
Keller, Bernhard et al: Marktforschung der Zukunft - Mensch oder Maschine: Bewährte Kompetenzen in neuem Kontext. 2016

Association in the course directory

Last modified: Mo 13.05.2019 14:48