Information on individual educational components (ECTS-Course descriptions) per semester

Degree programme: Bachelor International Business Part-time
Type of degree: FH Bachelor´s Degree Programme
Winter Semester 2021

Course unit title Basics of Market Research
Course unit code 025027031203
Language of instruction Deutsch
Type of course unit (compulsory, optional) Compulsory
Semester when the course unit is delivered Winter Semester 2021
Teaching hours per week 2
Year of study 2021
Number of ECTS credits allocated First Cycle (Bachelor)
Number of ECTS credits allocated 4
Name of lecturer(s) Wibke HEIDIG

Prerequisites and co-requisites

Statistics in Economic Science

Course content

Based on a research question a theoretically established questionnaire will be developed and a survey undertaken. Thus the obtained data will be translated into code and entered into EXCEL. Subsequently the students calculate various key figures (mean, variance etc.) and compile tables and charts. Finally they test hypotheses and compose a research paper.

Learning outcomes


  • The students are able to state the procedure of a quantitative market research.


  • The students characterize the relevance of market research for the marketing respectively the enterprise.


  • The students develop a theoretically established questionnaire and a study design for a survey.


  • The students construct the hypotheses and determine justified statistical hypothesis tests so as to respond to the research question.


  • The students realize ... ... descriptive statistics using EXCEL (key figures, tables, charts). ... inductive statistics using EXCEL (Pearson, chi-square, t test, ANOVA).

Planned learning activities and teaching methods

Project work

Assessment methods and criteria

Project paper written by two (14 pages) or three (21 pages) students. Grading: 50% personal contribution and 50% contribution of the writing team. Judging criteria: formal requirements, market research standards. The project papers count as bachelor thesis 1.



Recommended or required reading

Koch, Jörg (2012): Marktforschung. Grundlagen und praktische Anwendungen. 6. Aufl. München: Oldenbourg. 

Mayer, Horst Otto (2013): Interview und schriftliche Befragung. Grundlagen und Methoden empirischer Sozialforschung. 6. Aufl. München: Oldenbourg.

Meißner, Jörg; Wendler, Tilo (2015): Statistik-Praktikum mit Excel. Grundlegende quantitative Analysen realistischer Wirtschaftsdaten mit Excel 2013. 2. Aufl. Wiesbaden: Springer Spektrum.

Monka, Michael; Schöneck, Nadine M.; Voß, Werner (2008): Statistik am PC. Lösungen mit Excel. 5. Aufl. München: Hanser.

Reiter, Gerhard; Matthäus, Wolf-Gert (2000): Marktforschung und Datenanalyse mit EXCEL. Moderne Software zur professionellen Datenanalyse. 2. Aufl. München u.a.: Oldenbourg.

Mode of delivery (face-to-face, distance learning)

Face-to-face Mandatory attendance, consider § 14 on Prüfungsordnung für Studienprogramme an der FHV, Version 2.1.