Methodical-empirical work in Marketing and Management

Lecturers:

  • Stefan Fischer, M.Sc.
  • Thomas Jaskolka, M.Sc.
  • Tobias Wolf, M.Sc.
Contact person:


Target Group:
Master’s and (ambitious) Bachelor’s students, who deal empirically with a problem of marketing or management in general and like to do an empirical study at the Chair of Marketing and Innovation Management.
Admission requirements:
None.
Learning outcome/core skills:
After successful participation, the students are able to independently select an appropriate empirical design, collect data needed via primary data collection (e.g., experiment, survey) or secondary databases, and employ software for statistical data analyzation properly. As a result, the students are purposefully prepared for the independent implementation of empirical analyzes, such as in the context of a seminar and thesis, and also acquire practice-relevant competences in the areas of Business Analytics and (Marketing) Management Controlling.
At the end of the workshop, participants will receive a corresponding certificate of participation for their application documents.
Content of the lecture:
The workshop provides an accessible introduction to complex, advanced methodical approaches and purposeful preparation for students’ various research projects. Based on real practical problems, the block course systematically guides students through the process of an empirical study, from data collection, to their preparation and evaluation, to the interpretation and target group-specific presentation of results. Various methods of data acquisition (primary and secondary studies) and data analysis (econometric, experimental and meta-analytical methods) are methodically introduced using various software packages (Qualtrics, Stata, R) and then tested in small group exercises based on real data. Students are encouraged to bring in problems (for example, from their own study projects) to complement the given examples.
Dates:
The course takes place once a semester on the following three dates:
  • Friday, 15.11.2019, 10:00 - 17:00, room Oec. 2.157
  • Friday, 22.11.2019, 10:00 - 17:00, room VG 1.108
  • Friday, 06.12.2019, 08:30 - 15:00, room: VG 1.108
Participation in the course "methodical-empirical work in marketing and management" is subject to registration. Please register by online form until 13.11.2019.
Recommended literature:
  • Backhaus, K., Erichson, B., Plinke, W.,& Weiber, R. (2016). Multivariate Analysemethoden: Eine anwendungsorientierte Einführung (14. Auflage). Berlin: Springer Gabler.
  • Backhaus, K., Erichson, B., & Weiber, R. (2015). Fortgeschrittene Multivariate Analysemethoden: Eine anwendungsorientierte Einführung (3. Auflage). Berlin: Springer Gabler.
  • Baltagi, B. H. (2008). Econometric Analysis of Panel Data (4. Auflage). Chichester: John Wiley & Sons.
  • Cheung, M. (2015). Meta-Analysis: A Structural Equation Modeling Approach. Chichester: John Wiley & Sons.
  • Doering, N., & Bortz, J. (2016). Forschungsmethoden und Evaluation in den Sozial- und Humanwissenschaften (5. Auflage). Berlin: Springer Gabler.
  • Lipsey, M., & Wilson, D. (2001). Practical meta-analysis. Thousand Oaks, CA: Sage Publications.
  • Rabe-Hesketh, S., & Skrondal, A. (2012). Multilevel and Longitudinal Modeling Using Stata: Volume I: Continuous Responses (3. Auflage). College Station, TX: Stata Press.
  • Rabe-Hesketh, S., & Skrondal, A. (2012). Multilevel and Longitudinal Modeling Using Stata: Volume II: Categorical Responses, Counts, and Survival (3. Auflage). College Station, TX: Stata Press.