Survey Research (SS 2020)

Course Number

Field(s) of Study
PhD students

University Calendar

PhD Seminar

Course Language

Course schedule

Day Time Frequency Date Room
Mo-Fr 09:30- 16:00 block 01.07.2020- 02.07.2020  
Mo-Fr 09:30- 15:00 block 06.07.2020- 07.07.2020  


Please note that it is not certain that "Survey Research" will take place this semester, but we are currently talking to the MCM guest lecturers (including Prof. Dr. Houston) regarding a suitable scheduling. Thank you for your comprehension.


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

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

Applications for this course are possible for all doctoral students of the faculty of business and economics and minor research students by sending an email to Tanja Geringhoff ( For didactic reasons, the number of participants is limited. The decision on participation of an applicant will based on the first-come, first-served principle. The application period will be announced soon. 

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 / research methods 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)