| Dozent/in |
Dr. oec. Itir Bozkurt Umur |
| Veranstaltungsart |
Vorlesung |
| Code |
FS261069 |
| Semester |
Frühjahrssemester 2026 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor
Master |
| Termin/e |
Di, 17.02.2026, 10:15 - 12:00 Uhr, 3.B55
Di, 24.02.2026, 10:15 - 12:00 Uhr, 3.B55
Di, 03.03.2026, 10:15 - 12:00 Uhr, 3.B55
Di, 10.03.2026, 10:15 - 12:00 Uhr, 3.B55
Di, 17.03.2026, 10:15 - 12:00 Uhr, 3.B55
Di, 24.03.2026, 10:15 - 12:00 Uhr, 3.B55
Di, 31.03.2026, 10:15 - 12:00 Uhr, 3.B55
Di, 14.04.2026, 10:15 - 12:00 Uhr, 3.B55
Di, 21.04.2026, 10:15 - 12:00 Uhr, 3.B55
Di, 28.04.2026, 10:15 - 12:00 Uhr, 3.B55
Di, 05.05.2026, 10:15 - 12:00 Uhr, 3.B55
Di, 12.05.2026, 10:15 - 12:00 Uhr, 4.B51
Di, 19.05.2026, 10:15 - 11:45 Uhr, HS 5 (Prüfung) |
| 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 |
Bachelor Students from 5/6 Semester or Master. |
| Sprache |
Englisch |
| Begrenzung |
Max. 30 participants |
| Anmeldung |
Binding registration takes place via the UniPortal; see notes below in the «Proof of Performance» field.
For course information and materials, registration on the OLAT e-learning platform is required from 2 – 15 February 2026. The students themselves are responsible for verifying the course’s creditability towards their degree program.
Direct link to the OLAT course: to follow |
| Leistungsnachweis |
***IMPORTANT*** In order to acquire credits, and/or take the examination, registration via the Uni Portal between 2 - 15 February 2026 is MANDATORY. Further information on registration: www.unilu.ch/wf/pruefungen |
| Abschlussform / Credits |
In-class assignments / 4.5 Credits
|
| Hörer-/innen |
Nein |
| Kontakt |
itir.bozkurt@unilu.ch |
| Anzahl Anmeldungen |
0 von maximal 30 |
| Literatur |
Malhotra N.K., Marketing Research, An Applied Orientation, Global Edition, 7th.Ed., Pearson (mandatory literature) |