Advanced Market Research (WS 2020/21)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language

Course schedule

Day Time Frequency Date Room
Monday 12:00- 14:00 weekly 02.11.2020- 07.12.2020  
Wednesday 08:00- 14:00 weekly 04.11.2020- 09.12.2020  
Thursday 12:00- 14:00 weekly 05.11.2020- 10.12.2020  


Please note that due to the current restrictions imposed by COVID-19, our lectures (BSc and MSc level) will take place digitally via Zoom in the coming winter semester.

Please note that these schedules may be subject to changes if restrictions are relaxed or strengthened. Any changes will be announced on Learnweb.


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.


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.


  • apl. Professor Dr. Sonja Gensler (responsible)