1. Certificate of Participation
Mitchell Paddick attended the module „International Marketing Research“ in fall/winter semester
2014/15. The lecture on marketing research combined theory and applications with in-class as-
signments and discussions covering the following topics:
• Marketing research process
• Secondary and primary data collection techniques with qualitative and quantitative re-
search
• Measurement and scaling
• Questionnaire design
• International marketing research
• Experimentation, test marketing, mystery shopping
• Fundamentals of sampling
• Data preparation for analysis
• Communicating the research findings
This module equipped the students with the knowledge and skills necessary to either be the gen-
erator of an international marketing research or to critically question a marketing research process
and its results in their later career. To enhance and utilize the theoretical knowledge acquired, the
students worked in teams on an international marketing research project. The topic of this project
was “Green Packaging - A Multi-national Study on Consumer Attitudes and Behavior”. The
students conducted the research in groups along the marketing research process as follows:
• Face to face and online interviews with more than 1,000 respondents
• Data analysis with Excel
• Secondary research on the target group of buyers in Germany, the USA and in France.
• Literature review regarding environmentally friendly attitudes and consumer behavior as
well as the impact of cultural differences
• Observations in German supermarkets and analysis of corporate websites of packaged
consumer goods regarding packaging aspects with content analysis tools
Thus the students contributed to an international project that was conducted in the US, in Germa-
ny, France, Mexico, South Korea and Australia. The assessment consisted of a written exam at the
end of the semester and an academic study paper with an oral presentation and a detailed docu-
mentation on the research process. Due to the international character of the project and the cultur-
al mix of the participants the class was taught in English and all assessment were in English.
HfWU PO-Box 1349 D-72603 Nürtingen
Prof. Dr. Iris Ramme
Director of International Affairs
Professor of Marketing and Marketing Research
Neckarsteige 6-10
72622 Nürtingen
Date:
e-mail:
Phone +49 7022 201 304
Fax +49 7022 201 303
June 29th
, 2015
iris.ramme@hfwu.de
To whom it may concern