| Dozent/in |
Itir Bozkurt Umur, MA |
| Veranstaltungsart |
Vorlesung |
| Code |
FS231094 |
| Semester |
Frühjahrssemester 2023 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor
Master |
| Termin/e |
Di, 21.02.2023, 12:15 - 14:00 Uhr, HS 14
Di, 28.02.2023, 12:15 - 14:00 Uhr, HS 14
Di, 07.03.2023, 12:15 - 14:00 Uhr, HS 14
Di, 14.03.2023, 12:15 - 14:00 Uhr, HS 14
Di, 21.03.2023, 12:15 - 14:00 Uhr, 4.B51
Di, 28.03.2023, 12:15 - 14:00 Uhr, HS 14
Di, 04.04.2023, 12:15 - 14:00 Uhr, HS 14
Di, 18.04.2023, 12:15 - 14:00 Uhr, HS 14
Di, 25.04.2023, 12:15 - 14:00 Uhr, 3.A05
Di, 02.05.2023, 12:15 - 14:00 Uhr, HS 14
Di, 09.05.2023, 12:15 - 14:00 Uhr, HS 14
Di, 16.05.2023, 12:15 - 14:00 Uhr, HS 14
Di, 16.05.2023, 11:15 - 12:00 Uhr, HS 14 |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
Weekly |
| Inhalt |
The course introduces students the market research process and common research methods in marketing. The course is structured according to the typical research process and will cover both quantitative and qualitative research methods, with a greater emphasize on the conducting quantitative research projects. Overall, the course provides students with the skill set to successfully carry out market research projects in practice, by starting with designing a research project, developing a questionnaire and to analyzing and reporting the results. Students will have the chance to hear from experienced practitioners from different industries how market research is used in practice. |
| Lernziele |
In particular, students should learn the following skills:
- Understand the nature and the scope of market research
- Compare and contrast the basic research designs: exploratory, descriptive and causal.
- Explain the difference between quantitative and qualitative research in terms of the objectives, sampling, data collection and analysis, outcomes.
- Describe the process of designing a questionnaire.
- Describe the sampling design process: definition of target population, determination of the sampling frame and sample size.
- Explain the data analysis, such as frequency distributions, cross- tabulation and hypothesis testing. |
| Voraussetzungen |
A basic understanding of marketing and empirical research is helpful, but not necessary. |
| Sprache |
Englisch |
| Begrenzung |
Max. 36 participants |
| Anmeldung |
To attend the course /
exercise, registration via e-learning platform OLAT is required. Registration
is possible from 6 February to 3 March 2023. The students themselves
are responsible for checking the creditability of the course to their course of
study.
Direct link to OLAT course:
https://lms.uzh.ch/url/RepositoryEntry/17335386519
|
| Prüfung |
Students will be required to work on an assignment during the semester and present it at the end.
***IMPORTANT*** In order to acquire credits, resp. to take the examination, registration via the Uni Portal within 6 February - 3 March 2023 is ESSENTIALLY REQUIRED. Further information on registration: www.unilu.ch/wf/pruefungen |
| Abschlussform / Credits |
individual assignment (30%), group project (50%), in-class participation (20%) / 4.5 Credits
|
| Hörer-/innen |
Nein |
| Kontakt |
itir.bozkurt@unilu.ch |
| Anzahl Anmeldungen |
33 von maximal 36 |
| Literatur |
Malhotra N.K., Marketing Research, An Applied Orientation, Global Edition, 7th.Ed., Pearson |