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## Statistics and Market Research

 Module name (EN): Statistics and Market Research Degree programme: International Business, Bachelor, ASPO 01.10.2008 Module code: BAIBA-240 Hours per semester week / Teaching method: 6V (6 hours per week) ECTS credits: 6 Semester: 2 Mandatory course: yes Language of instruction: German Assessment: Written exam [updated 30.07.2021] Applicability / Curricular relevance: BAIBA-240 International Business, Bachelor, ASPO 01.10.2008, semester 2, mandatory course Workload: 90 class hours (= 67.5 clock hours) over a 15-week period.The total student study time is 180 hours (equivalent to 6 ECTS credits).There are therefore 112.5 hours available for class preparation and follow-up work and exam preparation. Recommended prerequisites (modules): BAIBA-140 Mathematics [updated 15.02.2011] Recommended as prerequisite for: BAIBA-520 International Marketing [updated 14.02.2011] Module coordinator: Prof. Dr. Teresa Melo Lecturer: Lehrbeauftragte [updated 15.02.2011] Learning outcomes: - After successfully completing this module, students will be familiar with and be able to apply terms and methods from the field of descriptive statistics. - They will be able to examine statistical data for correlations. - Students will have mastered basic concepts and contexts of probability theory.- They will understand and be able to apply basic distribution models.   - They will be familiar with the most important methods and instruments used in market research.- Students will be able to critically examine advertising campaigns, packaging design, new product developments, etc. - They will be able to communicate the benefits of market research results to companies.  [updated 30.07.2021] Module content: StatisticsDescriptive statistics:- Classification of features- Frequency tables for classified and non-classified data- Measures of location, dispersion and concentration- Connection of statistical characteristics: contingency table, correlation, rank correlation- Linear regression  Probability calculation:- Basic principles of set theory, elementary set operations- Probability terms: Laplace distribution, statistical   probability, Kolmogorov’s probability theory- Elementary computation rules, total probability theorem, Bayesian theorem- Random variables and distribution models (including binomial and normal distribution) Market Research- Insight into quantitative and qualitative market research- Designin the research process and selecting methods for it- Survey techniques- Designing the questionnaire- Sampling- Evaluation methods• Representing and interpreting market research results [updated 30.07.2021] Teaching methods/Media: Lecture and tutorial (students solve tasks independently with subsequent discussion of the solutions), lecture script and exercises available [updated 30.07.2021] Recommended or required reading: - Fahrmeir/Künstler/Pigeot/Tutz: Statistik: Der Weg zur Datenanalyse, 6. überarbeitete Auflage, Springer-Verlag, Berlin, Heidelberg, 2007 - Schira: Statistische Methoden der VWL und BWL: Theorie und Praxis, 3., aktualisierte Auflage, Pearson Studium, 2009- Mosler/Schmid: Beschreibende Statistik und Wirtschaftsstatistik, 3. Auflage, Springer-Verlag, Berlin, Heidelberg, 2006- Mosler/Schmid: Wahrscheinlichkeitsrechnung und schließende Statistik, 2. Auflage, Springer-Verlag, Berlin, Heidelberg, 2006  - Bamberg/Baur/Krapp: Statistik, 14. Auflage, Oldenbourg, 2008- Toutenburg/Heumann: Deskriptive Statistik: Eine Einführung in Methoden und Anwendungen mit R und SPSS, 6. Auflage, Springer-Verlag, Berlin, Heidelberg, 2008 [updated 30.07.2021]
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