Panel Data Analysis in Marketing
Dr. Ossama Elshiewy
- Master students
(MDM, UF, FRS, Wi-Inf, Wi-Päd, Steuerlehre, Wirtschafts & Sozialgeschichte, International Economics, Development Economics, Angewandte Statistik)
- All PhD students from the Faculty of Economic Sciences interested in panel data analysis with marketing applications
- Panel data refers to observations from different individuals or units (consumers, stores, products, etc.) over several time periods (days, weeks, months, etc.).
- After successful attendance the students will understand the methodological principles of panel data modeling (especially in the context of consumer behavior and marketing-mix models).
- Further, they will be able to conduct own panel data analyses using the statistical programming language R. (Previous knowledge in R is not required! The course will focus more on panel data analysis and less on programming, therefore the R-Code will always be uploaded in advance).
The course consists of two parts:
1. Attending a lecture (with integrated exercises)
2. Writing a term paper.
Important note: The lecture will be held in English, but the term paper can be written in either English or German.
- Introduction to R
- Refreshment in Regression Analysis
- Fixed Effects Models
- Random Effects Models
- GMM Panel Models
- Linear Mixed-Effects Models
- Hierarchical Bayesian Linear Models
The term paper will contain a self-conducted empirical project.
Students will be provided with topics and empirical data, but are also welcome to analyze own projects.
Students are advised to use the statistical programming language R (i.e., the code from the lecture), but can be allowed to use different statistics software in exceptional cases.
Hanssens et al. (2003). "Market Response Models: Econometric and Time Series Analysis". Kluwer.
Baltagi (2013). "Econometric Analysis of Panel Data". 5th Edition. Wiley.
Galecki et al. (2013). "Linear Mixed-Effects Models Using R". Springer.
Rossi et al. (2005). "Bayesian Statistics and Marketing". Wiley.
Time and place:
Lecture (with integrated exercises)
The lecture will take place again in summer semester 2021.
Term paper (~ 6000 words)
Credits: 6 ECTS
Theoretical, methodological and empirical elaboration of a selected topic in panel data analysis (preferably with focus on consumer behavior and/or marketing-mix modeling).
- Hypothesis testing
- Regression analysis