Qualitative and Quantitative Empirical Methods

Course content

The students learn to choose a suitable quantitative or qualitative empirical methodology and apply it in practice to research examples. Qualitative and quantitative methods will be presented in the course of the lecture, quantitative methods will be deepened in exercises in the computer laboratory.

Learning outcomes

Students are able to independently conduct research and apply empirical methods (qualitative and quantitative).

Recommended or required reading and other learning resources / tools

Books: Churchill, G., & Iacobucci, D. (2005). Marketing research. Methodological foundation (9th ed.). Mason, Ohio: Thomson South West.
Flick, U; von Kardorff, E.; Steinke, I. (Eds.). (2004). A Companion to Qualitative Research. Sage.
Backhaus, K., Erichson, B., Plinke, W., & Weiber, R. (2015). Multivariate analysemethoden: eine anwendungsorientierte einführung. Springer-Verlag.
Malhotra, N. K. (2014). Basic marketing research (4th ed.). Harlow: Pearson Education Ltd.
Teddlie, C., & Tashakkori, A. (2009). Foundations of Mixed Methods Research: Integrating Quantitative and Qualitative Approaches in the Social and Behavioral Sciences. Thousand Oaks: Sage.

Mode of delivery

ILV, 4 SWS, in 3 Groups, 8 ASWS

Prerequisites and co-requisites

English B2/C1

Assessment methods and criteria

Lecture: Final Exam; Continuous Assessment