Survey Research (SS 2019)

Course Number

Field(s) of Study
PhD students

University Calendar

PhD Seminar

Course Language

Course schedule

Day Time Frequency Date Room
Monday 09:00- 17:00 single date 27.05.2019  
Tuesday 09:00- 17:00 single date 28.05.2019  
Monday 09:00- 17:00 single date 03.06.2019  
Tuesday 09:00- 17:00 single date 04.06.2019  


The course is given by Prof. Dr. Mark Houston.

The course takes place at the MCM, room 006 (1st floor).

The application period has ended.

Information for students of the Minor Research: If your application was successful, please register at the examination office for the early examination period. The examination consists of a 60-minute written exam and two group work assignments

Information for all PhD students: The course is handled as an A certificate for the PhD program.


Many important research questions are best answered with survey data. The primary goal of this course is to help prepare doctoral students in business and economics to conduct survey-based research that is publishable in the leading research journals.  The course is designed to assist students in acquiring an understanding and practical knowledge of the survey research process that is needed to design and execute scientific research. Particular attention will be paid to issues that impact the integrity of survey research, such as construct definition and various types of validity, correctly specifying a scale as formative or reflective, avoiding common source bias, assessing non-response bias, etc. This course is concerned with the total research process, and our focus on survey research will be embedded in discussions that range from philosophy of science and the generation of research ideas through the publication of the research manuscript.

Although this course will mainly employ examples from the field of marketing, it is designed in a way that will benefit doctoral students with an interest in conducting behavioral and organizational research in a wide variety of contexts.  Its focus is on the research process rather than substantive research issues.  The class discussions will allow students to create links between the material and the topics in which they are most interested, and students will have the opportunity to apply ideas from the course to a substantive issue of their own choosing.  No significant background in marketing theory and/or practice is assumed.

The goals of this course will be pursued through:

1) Reading, synthesizing and discussing articles and book chapters on survey research techniques and topics from a variety of behavioral disciplines;

2) Completing various assignments that give students the chance to apply and practice the principles being reviewed;

3) Critiquing published empirical research studies; and

4) Designing a scale development study that represents an extension/improvement of an existing empirical study, including construct conceptual development, multi-item scale development and testing, hypothesis development, and methodological planning.


  • Paul-Vincent Mayr (accompanying)