Advanced Market Research (WS 2021/22)

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 11.10.2021- 22.11.2021 Schlossplatz 46, H 3
Wednesday 08:00- 14:00 weekly 13.10.2021- 24.11.2021  
Thursday 12:00- 14:00 weekly 14.10.2021- 25.11.2021 Juridicum, JUR 4


Please note that due to the restrictions imposed by COVID-19 the course format (Zoom, hybrid, in presence) will be announced end of September when we know more about the actual regulations. 


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 

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)
  • Lisa Richter (accompanying)