DIGITAL MARKET RESEARCH

Name: DIGITAL MARKET RESEARCH
Availability: OutOfStock

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.

This course is recognized as Bildungszeit according to paragraph § 10 (5) of the Berliner Bildungszeitgesetz (BiZeitG).

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

The course is currently not offered. Please contact us.

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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