... imparts knowledge about buyer behaviour and skills for solving market research tasks. Information about customer behaviour is an essential prerequisite for the efficient use of marketing tools.
Lecturer
Prof. Dr. Christof Backhaus
Semester
Winter
Credit Points
2,5 CPs (Combination with Sustainability Transformation Management: 5CPs)
Buyer behaviour and marketing research in the marketing system,
Purchasing behaviour of consumers,
Partial psychological explanations (partial sociological explanations, total explanations),
Purchasing behaviour of organisations (private companies, public companies),
Marketing research,
research design
Data collection procedures (operationalisation and measurement of the facts to be collected, selection of the units of investigation and implementation of the data collection),
