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International Market Research (focus module)

Module name (EN): International Market Research (focus module)
Degree programme: International Business, Bachelor, ASPO 01.10.2017
Module code: BIBW-441
SAP-Submodule-No.: P420-0197
Hours per semester week / Teaching method: 4V (4 hours per week)
ECTS credits: 5
Semester: 4
Mandatory course: no
Language of instruction:
Project or written exam (Exam: 90 minutes / can be repeated annually)

[updated 14.03.2018]
Applicability / Curricular relevance:
BIBW-441 (P420-0197) International Business, Bachelor, ASPO 01.10.2013, semester 4, optional course
BIBW-441 (P420-0197) International Business, Bachelor, ASPO 01.10.2017, semester 4, optional course
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
BIBW-230 Statistics
BIBW-240 Marketing and Market Research

[updated 01.10.2017]
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Tatjana König
Lecturer: Prof. Dr. Tatjana König

[updated 01.10.2017]
Learning outcomes:
After successfully completing this module, students will have expanded their methodological and analytical skills. They will be able to apply the basic principles and operational steps of market research. This includes for eample, the critical examination of the applicability of instruments for obtaining information in concrete practical cases. Students will be capable of explaining the relevance of equivalence conditions in international market research and describe the conditions.  They will be able to participate in the design of a market research instrument, to analyze and evaluate data and to present and critically discuss their results. They will know how to handle data confidentially and understand the ethical principles of market research. Students will learn to work with standard analysis software.

[updated 14.03.2018]
Module content:
- Intensify knowledge on questions and methods pertaining to
  qualitative and quantitative market research
- Types of equivalence in international market research
- Questionnaire design (scale types, scale levels etc.)
- Practical application of the process steps in a market research study
- Special features of transnational market research (country-specific
  response behavior, comparability of questions, scales etc.)
- SPSS training (data preparation: coding, decoding, data control;
  Evaluations: Frequency distributions, mean values, t-test, ANOVA
  (single factor)
- Presentation, as well as critical discussions

[updated 04.02.2020]
Teaching methods/Media:
Lecture with case studies and exercises or project (realization of a market research project with international relevance)

[updated 14.03.2018]
Recommended or required reading:
_        Bauer, E. (2009), Internationale Marketingforschung: Informationsgewinnung für das internationale Marketing, 4. Auflage, München
_        Berekoven, L., Eckert, W., Ellenrieder, P. (aktuellste Auflage), Marktforschung _ Methodische Grundlagen und praktische Anwendung, Wiesbaden.
_        Berndt, R., Fantapie Altobelli, C., Sander, M. (2010), Internationales Marketing-Management, 4. Auflage, Heidelberg u.a.
_        Herrmann, A., Homburg, Ch., Klarmann, M. (aktuellste Auflage), Marktforschung, Wiesbaden.
_        Homburg, Ch., Krohmer, H. (aktuellste Auflage), Marketingmanagement: Strategie, Instrumente, Umsetzung, Unternehmensführung, Wiesbaden

[updated 14.03.2018]
[Sat Jul  2 21:32:00 CEST 2022, CKEY=iimc, BKEY=ibw3, CID=BIBW-441, LANGUAGE=en, DATE=02.07.2022]