Market Research Interactive:
Data Collection - Analysis and Interpretation
St. Gallen University (Project Leader)
Basel University of Applied Sciences
Business Partners: Opinion Research Institute, Allensbach, GfK Martkforschungsinstitut,
course is divided into two parts with a total of five modules.
Part I - Illustration of different research methods: after a short introduction
to the market research process in Module I, students are invited to select
market research methods in Module II which are then presented in detail.
Part II - Market Research Coach: selection and implementation of research
methods. Module III, data collection: based on real cases taken from everyday
practice, students put together an appropriate set of methods. They receive
feedback. As an additional task, they have to draw up a survey plan. Module
IV, data analysis: by specifying an analysis goal and data quality, the
intention is to train students to use the correct analysis method. They
receive automatically generated feedback for each selection made. The
didactic emphasis is on the relevant frontal teaching sessions, in which
data sets are analysed using statistical methods. Module V, data interpretation:
fictitious corporate situations serve to illustrate and discuss different
possibilities of interpretation. This module is supported by examples
drawn from the practice of market research institutes.
Each decision made by students is linked to actual facts, and facilitates
the transfer of knowledge at a later stage to the practice-oriented formulation