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Consumer Research Methods (R-Module)

Name of module in english: Consumer Research Methods (R-Module)

Exam number: 6830

Semester: from 1st semester

Duration of the module: One semester

Form of the module (i.e. obligatory, elective etc.): Elective

Frequency of module offer: Summer semester 2020

Prerequisites: The course will be taught and evaluated in English, i.e. all course materials, consultations and presentations will be in English. The collection of the data for the research project may also take place in German, in which case the data needs to be translated for use in the seminar paper and final presentations. Successful completion of the/a Consumer Behavior, Qualitative and Quantitative Methods course is a benefit, but not a requirement. Formal application as announced on the chair’s web page and in moodle.

Applicability of module for other study programmes:
Obligatory or elective in other study programmes. For further information check regulations of the study programme.

Person responsible for module: Prof. Dr. Katja Brunk

Name of the professor: Prof. Dr. Katja Brunk

Language of teaching: English

ECTS-Credits (based on the workload): 6

Workload and its composition (self-study, contact time):
Contact time (Lecture, tutorial etc.) 60 h; self-study: 120 h

Contact hours (per week in semester): 4

Methods and duration of examination:
Successful preparation of a seminar paper and oral performance (either presentation, discussion leader, or both) of the applied qualitative or quantitative research method.

Emphasis of the grade for the final grade: Please check regulations of the study programme

Aim of the module (expected learning outcomes and competencies to be acquired):
Participants will develop empirical study skills to apply one of the most commonly used methods in consumer research by engaging in a small research project. They write a seminar paper and orally present and defend their work in front of a group. They will learn to retrieve academic literature, read and analyze relevant bodies of knowledge, critically reflect and apply methods of qualitative and quantitative consumer research as well as transfer knowledge to contexts outside of academia.

Contents of the module:
This course aims to provide an introduction to the topic of consumer research methods for students at the Master level. Participants will acquire an overview of the most commonly applied methods of qualitative and quantitative consumer research. They understand each method’s strengths and weaknesses and learn to apply one of these methods. This course can serve as a suitable introduction and practice exercise for writing a Master thesis.

Teaching and learning methods:
Lectures. Preparation of reading scientific literature, conducting  a study, writing a seminar paper. Participation, presentation and critical discussion of the results / applied method. 

Special features (e.g. percentage of online-work, practice, guest speaker, etc.):
If you are interested in participating in the seminar, please fill out the application form. For further information please refer to the website of the Chair of Marketing II and in moodle. The number of students that can participate in the seminar is limited. In case more students apply for the seminar, students will be chosen on the basis of their performance in previous marketing classes.

Literature (compulsory reading, recommended literature):
Recommended literature will be provided during first session of the seminar.

Further information:
Registration in Moodle Viadrina required.