Advanced Market Research (WiSe 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


The event will take place in person. Every Monday we meet in plenary (i.e. all course participants:inside). Please keep in mind that there will be a 3G check when entering the H-building.

We will use the Thursday meetings for individual consultation appointments. There will be a plenary session on November 4 and 25, 2021.

On Wednesday between 8:00 hrs and 14:00 hrs, coaching sessions will take place in person (via Zoom if desired). These coaching sessions are group meetings and will be coordinated with the coaching sessions of the course 'Market-oriented Leadership'. The venue is the Heribert Meffert Library (HMB, Am Stadtgraben 13-15).

The following rules apply:

  • Access to WWU buildings is generally only allowed to students who have a 3G proof.
  • We will check the 3G rule before each meeting.
  • In principle, masks are mandatory (medical mask or FFP2). If you keep a minimum distance of 1.5m to your seat neighbors, you can take off the mask during the meeting.


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

Examination: Group work (33 %) | Final exam (67 %) Please register at the examination office for the early examination period.                                                                                                      

ECTS: 6 (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)
  • Fabienne Michel-Angeli (accompanying)