Tools for Market and Social Research

44B0730

Bachelor

German

5.0

only summer term

1 semester

In this module, students learn the fundamentals of empirical market and communication research. They are introduced to what empirical research entails and how everyday observation differs from scientific observation. Students are then encouraged to experiment with qualitative research methods such as expert interviews and focus group discussions. The module also covers quantitative research methods, including the design of questionnaires for quantitative market research and initial approaches in the field of Big Data Analytics. Additionally, students become acquainted with interpretative analysis techniques such as qualitative content analysis, as well as statistical data analysis methods, leading up to the preparation and presentation of empirical research findings.

- Basic principles of empirical research

- Tools for qualitative data collection and analysis methods

- Tools for quantitative data collection and analysis methods

- Tools for collecting and analyzing digital data

- Presentation formats of empirical research findings

The total workload for the module is 150 hours (see also "ECTS credit points and grading").

• Written examination or
• oral exam

The standard form of examination is the written examination (alternative form of examination may be chosen by the examiner and then announced at the beginning of the course)

written exam, 2 hours

In the module "Tools of Market and Social Research," students acquire a broad and integrated knowledge that significantly surpasses the level required for university admission. Upon completion of the module, students can define fundamental concepts of empirical research and distinguish everyday observation from scientific observation. They are capable of classifying the methods of qualitative and quantitative research and elucidating their differences. Students can conduct qualitative methods such as expert interviews and group discussions, as well as apply quantitative methods, including the creation and analysis of questionnaires. Furthermore, they understand basic approaches to Big Data Analytics and can describe, categorize, and compare interpretative and statistical analysis procedures. Students are able to compile and present empirical research results clearly and explain their relevance and applications.

In the module "Tools of Market and Social Research," graduates develop a critical understanding of the most important theories, principles, and methods of their program. They are capable of deepening their knowledge beyond the discipline, demonstrating an understanding that aligns with current academic literature. Graduates can delineate key data collection methods, such as expert interviews and focus group discussions, and clearly differentiate their various applications. They are able to elaborate on the principles of quantitative market research and discuss the creation and analysis of questionnaires. Furthermore, they can explain approaches to Big Data Analytics and compare their utility in various contexts. Graduates can relate interpretative and statistical analysis methods and highlight their specific advantages and limitations. Their knowledge also includes current research approaches, which they are able to organize and illustrate in their academic work.

In the module "Tools of Market and Social Research," graduates reflect situationally on the epistemologically grounded correctness of professional and practical statements. They are capable of critically questioning qualitative and quantitative data collection methods and weighing their suitability for specific research contexts. Graduates can analyze the application of expert interviews and focus group discussions and evaluate their validity based on the obtained results. They argue for or against the use of surveys in quantitative market research and justify their assessments with solid reasoning. Additionally, they are able to compare Big Data Analytics with traditional statistical methods and critically reflect on which approaches hold greater significance in certain scenarios. Problem-solving is always approached with a view to professional plausibility and potential interconnections, as they interpret and assess complex contexts.

Students who have completed the module "Tools of Market and Social Research" collect, evaluate, and interpret relevant information, particularly from qualitative and quantitative research methods. They derive scientifically founded judgments by analyzing data from expert interviews and focus group discussions and linking these results with quantitative surveys. They develop solution approaches by adapting Big Data Analytics methods and aligning them with the current state of science. The students conduct application-oriented projects, evaluate their success, and contribute to solving complex tasks within a team, for example, by interpreting and statistically analyzing extensive datasets. Furthermore, they independently shape continuous learning processes by reflecting on and optimizing the methods and techniques they have learned.

In the module "Tools of Market and Social Research," students are enabled to derive and precisely define research questions by analyzing various qualitative and quantitative data collection methods. Graduates explain and justify the operationalization of research by determining the relevant steps for gathering and preparing data. They apply research methods by conducting expert interviews and focus groups and analyzing the data using Big Data Analytics. Additionally, they are capable of presenting and explaining research results by interpreting the outcomes and highlighting their significance in the context of market and social research.

In the module "Tools of Market and Social Research," graduates acquire the competence to formulate professional and factual problem solutions and to theoretically and methodologically substantiate these in discussions with experts and non-experts. They communicate and cooperate by applying qualitative and quantitative research methods, such as expert interviews and Big Data Analytics. Students reflect on different perspectives and interests by incorporating various viewpoints into their analysis. They explain their research findings and demonstrate the significance of their results in the context of market and social research with clear examples.

In the module "Tools of Market and Social Research," graduates develop a professional self-image oriented toward the goals and standards of professional practice in predominantly non-academic fields. They justify their professional actions with theoretical and methodological knowledge by applying and evaluating qualitative and quantitative research findings. Students can assess their own capabilities and autonomously reflect on task-related freedoms and decision-making options, using them under guidance. They recognize situationally appropriate conditions for professional actions and ethically justify their decisions by questioning the implications of their research. Moreover, they critically reflect on their professional conduct concerning societal expectations and consequences by contextualizing it within the broader scope of market and social research.

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