Moritz finished reading Marktforschung by Rainer Olbrich (Springer-Lehrbuch)
Decent textbook, but there a bunch of issues with it. The layout and the examples look very old fashioned, though the book is from 2012. There is still a lot of focus on television and mail survey with little info on online effects. Second, the sample answers take up almost 100 pages, so about a fourth of the book. The problem here is that many of them are just almost verbatim repetition of definitions given before! As for the statistical part, this has little info on how to actually calculate things and almost nothing on computer programs (SPSS, R, etc.). This is OK for an introduction but a bit superficial at times.
