TU BERLIN ACADEMY FOR PROFESSIONAL EDUCATION
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COURSE DATES

02.11.2023-04.11.2023 + 09.11.2023-11.11.2023
COURSE DURATION

5 days
LANGUAGE

German
LOCATION

Berlin
CERTIFICATE

Certificate of Participation
FORMAT

On-site
LECTURER

Prof. Dr. Justin Becker
PRICE

2660 €

DIGITAL MARKET RESEARCH
02.11.2023-04.11.2023 + 09.11.2023-11.11.2023

Leaders make decisions for themselves, their team and the company every day, some of which have far-reaching consequences. In order for these decisions to be targeted, a solid and secure information base is required. An essential part of this information base consists of the results of market research, which will be examined in this course.

Learning goals

On completion of the course, participants will be able to name and explain key methods of market research and independently plan and implement market research projects. They will be able to perform basic data analysis and understand more complex data analysis. Ultimately, they have the knowledge to select and apply suitable digital methods.

Content

  • Measurement theory
    • Conceptual and methodological basics of information acquisition
    • Data, information and knowledge
  • Introduction to empirical social research
    • Basic methods of primary (survey, observation, experiment) and secondary research
    • Digital methods, e.g. online surveys, tracking and web analyses, nethnography
    • Population, sample, representativeness
    • Ethics of market research
  • Trend and futures research
    • Application of futurology methods in practical exercises
    • Scientific explanatory content of trend research
The topics are covered in a seminar-style course with lecture sections, group work and practical exercises. The course participants work on individual sub-topics on their own. Critical discussions encourage reflection and participation.

Target group

The course is aimed at people who commission market research projects or who (want to) conduct them themselves or who are confronted with the results of market research. Knowledge of market research methods is equally useful for scientists who conduct empirical surveys as part of their research work.

Prerequisites

  • Relevant experience in designing, conducting and evaluating empirical surveys is helpful, but not a prerequisite for participation in this course
  • An interest in statistics is beneficial

Dates

November 02 - 04, 2023 and November 09 - November 11, 2023 (on-site in Berlin).
LECTURER

Prof. Dr. Justin Becker
Prof. Dr. Justin Becker studied business administration, worked as a Research Assistant at the Department of Marketing at Technische Universität Berlin, where he also completed his doctorate, and has been a Professor of Marketing since 2011. He has been teaching at various Berlin and international educational institutions such as the University of Arts (UdK), Technische Universität Berlin and Tongji University in Shanghai since 1997. His main areas of expertise are marketing, market research, consumer behaviour and philosophy of science. At his agency Marketing BBB, Justin Becker advises institutions, companies and individuals on strategic marketing issues. In this context, he also offers lectures and workshops. He gained professional experience at a publishing house, in television and abroad at the Universiteit van Amsterdam and as a Market Researcher in Copenhagen, Denmark.
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