Advanced Market Research (WS 2020/21)


Veranstaltungsnummer
042130

Studiengang/-gänge
Master

Vorlesungsverzeichnis

Learnweb-Plattform

Typ
Vorlesung/Übung

Vorlesungssprache
englisch


Veranstaltungszeitplan

Tag Zeit Häufigkeit Datum Raum
Montag 12:00- 14:00 Uhr wöchentlich 02.11.2020- 07.12.2020  
Mittwoch 08:00- 14:00 Uhr wöchentlich 04.11.2020- 09.12.2020  
Donnerstag 12:00- 14:00 Uhr wöchentlich 05.11.2020- 10.12.2020  

Hinweis

This course takes place in the first term of the winter semester.

Course grade: Group work (33 %) | Final exam (67 %) Please register at the examination office for the early examination period.                                                                                                                                                                                                                                           Credit ECTS: 6 ECTS (PO BWL 2010)

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

Beschreibung

Background and relations to other courses:

This course teaches multivariate market research methods that allow for addressing empirical research questions in marketing. The different methods are applied in a market research project to improve the learning experience.

Main topics:

  • Analysis of variance
  • Regression analysis
  • Logistic regression
  • Factor analysis
  • Cluster analysis
  • Conjoint analysis (not part in WS 2020/21)

Course objective:

It is the objective of this course that students learn how to apply the different methods in a competent manner, and how to derive managerial insights based on the results of empirical research.

Dozenten

  • Professor Dr. Sonja Gensler (verantwortlich)
  • Fabian Kraut (begleitend)
  • Jane Johne (begleitend)
  • Lisa Richter (begleitend)