on request
5 days
German
Berlin
Certificate of Participation
On-site
Prof. Dr. Justin Becker
2460 €
Recognized as Bildungszeit
DIGITAL MARKET RESEARCH
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
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.Prof. Dr. Justin Becker