Advanced Market Research (WiSe 2024/25)

Course schedule

Notice

This course takes place in the first term of the winter semester.

Every Monday we have a plenary session to discuss a specific method covered in the course.

Coaching sessions will take place in person every Wednesday between 10:00 hrs and 13:00 hrs. These coaching sessions are group meetings (20 minutes per group).

On the last Thursday of the 1st term there will be a wrap-up session to prepare for the exam.

Examination: Group work (33 %) | Final exam (67 %). Please register at the examination office for the early examination period.                                                                                                      

ECTS: 6

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

Description

Background and relations to other courses:

This course teaches basic methods of multivariate data analysis that enable students to answer empirical research questions in marketing. The various methods will be applied to a marketing research project to enhance the learning experience. The methods discussed are the basis for machine learning methods. Knowledge of these methods is essential for marketing managers in a data-driven world.

Main topics:

• Analysis of variance
• Regression analysis
• Logistic regression
• Factor analysis
• Cluster analysis
• Conjoint analysis 

Course objective:

It is the objective of this course that students learn how to apply the different methods in a competent manner, and how to derive managerial insights based on the results of empirical research.

Literature

Backhaus, Erichson, Gensler, Weiber, and Weiber (2023). Multivariate Analysis - An Application-Oriented Introduction, Springer Gabler Wiesbaden, DOI: https://doi.org/10.1007/978-3-658-32589-3.

Lecturers

• apl. Professor Dr. Sonja Gensler (responsible)
• Stefanie Dewender (accompanying)