Department Marketing and E-Business

Advanced Research Methods

Module M.WIWI-BWL.0170

(starting winter term 2024/25; equivalent to M.WIWI-BWL.0080 “Market Research II”)

Lecturer:
  • Prof. Dr. Yasemin Boztuğ
  • Prof. Dr. Maik Hammerschmidt

Lecturer exercise:
  • tba
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:
German
Admission requirements:
No admission requirements.
Recommended previous knowledge:
Basic knowledge of statistics, research methods, Marketing Research
Learning outcome/core skills:
After successful participation, students will have a profound understanding of the following multivariate analysis methods: cluster analysis, structural equation modelling, mediation analysis, and time series analysis. Students are able to assess the suitability of the procedures for individual marketing related problems and to select and autonomously apply the procedure with which the problems can be answered. Moreover, students can critically evaluate chosen procedures with regard to their requirements and assumptions. Students have the ability to describe the procedures underlying methodical and statistical ideas, interpret concrete results, and derive recommendations for action. Additionally, they are able to apply the theoretical knowledge of the procedures practically using suitable statistics software for the analysis of real-world data.
Contents Lecture:
  • Cluster analysis
  • Structural equation modelling
  • Conjoint analysis (traditional, hybrid, adaptive, and choice-based conjoint analysis)
  • Time series analysis
Course frequency:
each winter semester
Time and place of lecture:
tba
Start of lecture:
tba
Examination:
Written exam: 60 Min (6 CP)

Examination requirements:
Proof of knowledge of the covered multivariate procedures. Application to marketing relevant problems, analysis and interpretation of the procedures' results.

Written exam:
Date: tba
Room: tba
Registration in FlexNow: tba
There will be no second exam.
Contents of exercise:
In the accompanying practice sessions students deepen and broaden their theoretical knowledge from the lecture by applying the procedures to typical market research problems. This is accomplished by means of the SPSS and AMOS software packages. Exercises involve solving problems with practical application cases and associated assignments that specifically guide the execution and interpretation of analyses.

Date of exercise courses:
tba

Start of exercise courses:
tba
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.