Market Research I

Modul M.WIWI-BWL.0079

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

Lecturer exercise:
Carsten Leo Demming, M.Sc.
Target group:
  • MEB, M.Sc. 1-2 (formerly MDM, M.Sc.)
  • FRS M.Sc.
  • MAN, M.Sc.
  • IECO, 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: Monday, 12:15 - 13:45
Room: ZHG 004
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: Monday, 17.02.2020, 12:15 - 13:45
Room: ZHG 010

Date of second written exam:
Date: Monday, 20.04.2020, 12:15 - 13:45
Room: ZHG 104
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, 12:00 - 14:00 or 14:00 - 16:00 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.

Link to UniVZ