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.

Module for the following Master's degree programmes:

  • Marketing and E-Business (M.Sc.)
  • Finance, Accounting and Taxes (M.Sc.)
  • Management (M.Sc.)
  • Global Business (M.Sc.)
  • Taxation (M.Sc.)
  • Business Information Systems (M.Sc.)
  • Business and Human Resource Education (M.Ed.)
  • Business Education and Human Resource Development (M.Sc.)
  • Development Economics (M.Sc.)
  • International Economics (M.Sc.)
  • History of Global Markets (M.A.)
  • Applied Statistics (M.Sc.)
  • Pferdewissenschaften (M.Sc.)
  • Psychology (M.Sc.)

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, 12.04.2021

Time and place of lecture:
Digital lecture: every Monday, 10:15 - 11:45 a.m.
  • In summer term 2021 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 12th, 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:
Online on 26.07.2021, 10:15 - 11:45 a.m.

Date of second written exam:
Online on 12.11.2021, 10:15 - 11:45 a.m.

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 online live. Please see all dates and times in UniVZ or StudIP.
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.