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die Rolle der Marktforschung und ihren Beitrag zum Funktionieren des Unternehmens zu verstehen. 2.
die wichtigsten Methoden und Instrumente der Marktforschung kennen zu lernen, um sie richtig anzuwenden, ihre Stärken und Schwächen zu erkennen und ihre Relevanz für ein Forschungsprojekt beurteilen zu können. 3.
lernen, wie man die Techniken und Methoden der Marketingforschung anwendet (durch ein reales Marketingforschungsprojekt). 4.
sich mit der Analyse und Interpretation von Forschungsdaten vertraut machen, die durch eine Primärforschung erhoben wurden. .
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