Market Research I

Modul M.WIWI-BWL.0079

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

Lecturer exercise:
  • Dr. Gesa Stremmel

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.)

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: variance analysis, regression analysis, cluster analysis, discriminant analysis. 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 theoretical knowledge practically using suitable statistics software.
Contents of the lecture:
  • Introduction to test theory
  • Mathematical essentials
  • Variance analysis
  • Regression analysis
  • Cluster analysis
  • Discriminant analysis

Lecture: every Monday, 12:15 - 13:45
Room: ZHG 001
Start of lecture: Monday, 23.10.2023

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.

Written exam:
Date: Monday, 26.02.2024, 12:15 - 13:45
Room: ZHG 009

Second written exam:
Date: Friday, 19.04.2024, 12:15 - 13:45
Room: ZHG 105
Registration in FlexNow: 27.02.2024 - 12.04.2024 (cancellation until 18.04.2024)
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 through the usage of SPSS 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:
Thursday, 2:00 - 4:00 or 4:00 - 6:00 p.m., MZG/Blauer Turm - WiSoRZ MZG 7.124

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, Boston.
  • Backhaus, K., Erichson, B., Plinke, W., & Weiber, R. (2018): Multivariate Analysemethoden, Berlin.
  • Backhaus, K., Erichson, W., & Weiber, R. (2015): Fortgeschrittene Multivariate Analysemethoden, Berlin.