Market Research II

Modul M.WIWI-BWL.0079

  • Prof. Dr. Yasemin Boztuğ
  • Prof. Dr. Maik Hammerschmidt
  • Prof. Dr. Waldemar Toporowski

Lecturer exercise:
  • Gesa Stremmel, M.Sc.

Target group:
  • MEB, M.Sc. 1-2 (formerly MDM, M.Sc.)
  • FRS, M.Sc.
  • MAN, M.Sc.
  • VWL, M.Sc. from 5
  • WINF, M.Sc. from 5

Course language:
Admission requirements:
No admission requirements.
Learning outcomes/core skills:
After successful participation students will have a profound understanding of the following multivariate analysis methods: factor analysis, structural equation model, conjoint analysis (traditional, hybrid, adaptive and choice-based conjoint analysis) and discrete choice modelling. Furthermore, basic knowledge of test theory and matrix calculations is imparted. Students are able to choose appropriate procedures for marketing related problems and use them autonomously. Moreover, students can critically evaluate chosen methods with regard to its requirements and assumptions. Students have the ability to describe the methods underlying methodical and statistical ideas, interpret concrete results and derive recommendations for action. Additionally, they are able to apply their the theoretical knowledge practically using suitable statistics software.
Contents of the lecture:
  • Introduction to test theory
  • Mathematical essentials
  • Factor analysis
  • Structure equation modelling
  • Conjoint analysis (traditional, hybrid, adaptive and choice-based conjoint analysis)
  • Discrete choice modelling

Start of lecture:
Monday, 20.04.2020

Time and place of lecture:
  • In summer term 2020 there is no lecture in attendance.
  • Slides, literature and recordings of the lecture are available for download in Stud.IP.
  • The introductory event will be recored by Prof. Dr. Toporowski and will be available to all students from Monday, April 20th, 2020 via Stud.IP.
  • Further records will be regularly added to Stud.IP by Prof. Boztug and Prof. Hammerschmidt.

Written exam: 90 Min (6 CP)

Examination requirements:
Proof of knowledge in multivariate procedures. Application on marketing relevant problems and interpretation of multivariate methods results.

Date of written exam:
Date: probably on 27.07.2020, 10:15 - 11:45 a.m.
Room: ZHG 009

Date of second written exam:
Date: 09.11.2020, 10:15 - 11:45
Room: ZHG 011

You will receive further information about the exams in the course of the semester.
Contents of the exercise:
In the accompanying practice sessions students deepen and broaden their knowledge from the lecture by applying methods to typical market research problems. Contents are thought using SPSS, AMOS and Sawtooth software. In the exercises, worksheets with practical application cases are used. The exercises specifically instruct the execution and interpretation of analyses.

Date of exercise coures:
The exercises take place weekly. Further communication on the exercise dates takes place via StudIP.

The exercises also take place in the digital space. It is planned that the content will be always uploaded on the day of the exercise up to a quarter of an hour previously. For more information, please see the introductory event and the announcements in Stud.IP.
Recommended references for the lecture:
  • Lattin, J. M., Caroll, J. D., & Green, P. E. (2003): Analyzing Multivariate Data, Belmont.
  • Tabachnick, B.G., & Fidell, L.S (2013): Using Multivariate Statistics, Pearson Education, Boston.
  • Backhaus, K., Erichson, B., Plinke, W., & Weiber, R. (2018): Multivariate Analysemethoden, Springer-Gabler, Berlin.
  • Backhaus, K., Erichson, W., & Weiber, R. (2015): Fortgeschrittene Multivariate Analysemethoden, Springer-Gabler, Berlin.
  • Hair, J.F., Black, W.D., Babin, B.J., & Anderson, R.E. (2013): Multivariate Data Analysis, Pearson, Upper Saddle River.