Marketing Research
Module M.WIWI-BWL.0169
(starting summer term 2024; equivalent to M.WIWI-BWL.0079 “Market Research I”)
Lecturer:
- Prof. Dr. Yasemin Boztuğ
- Prof. Dr. Waldemar Toporowski
Lecturer exercise:
- Chiara Pfeiffer, M. Sc.
Module for the following Master's degree programmes:
- Marketing and E-Business (M.Sc.)
- Finance, Accounting and Taxes (M.Sc.)
- Management (M.Sc.)
- Global Business (M.Sc.)
- Taxation (M.Sc.)
- Business Information Systems (M.Sc.)
- Business and Human Resource Education (M.Ed.)
- Business Education and Human Resource Development (M.Sc.)
- Development Economics (M.Sc.)
- International Economics (M.Sc.)
- History of Global Markets (M.A.)
- Applied Statistics (M.Sc.)
Course language:
German
Admission requirements:
No admission requirements.
Recommended previous knowledge:
Basic knowledge of statistics, research methods
Learning outcome/core skills:
After successful participation, students will a profound understanding of the following multivariate analysis methods: regression analysis, conjoint analysis, variance analysis, and factor analysis. Students are able to assess the suitability of the procedures for individual marketing related problems and to select and autonomously apply the procedure with which the problems can be answered. Moreover, students can critically evaluate chosen procedures with regard to their requirements and assumptions. Students have the ability to describe the procedures underlying methodical and statistical ideas, interpret concrete results, and derive recommendations for action. Additionally, they are able to apply the theoretical knowledge of the procedures practically using suitable statistics software for the analysis of real-world data.
Contents Lecture:
- Regression analysis (linear, non-linear, and logistic regression)
- Mediation analysis
- Variance analysis (ANOVA, ANCOVA, MANOVA)
- Principal components analysis and factor analysis)
Course frequency: each summer semester
Time and place of lecture:
Monday, 10:15 a.m. - 11:45 a.m., ZHG 001
Start of lecture:
probably 08.04.2024
Examination:
Written exam: 60 Min (6 CP)
Examination requirements:
Proof of knowledge of the covered multivariate procedures. Application to marketing relevant problems and interpretation of the procedures' results.
Written exam:
Date:
Monday, 22.07.2024, 10:15 a.m. - 11:45 a.m.
Room: ZHG 009
Registration in FlexNow: 18.04.2024 - 15.07.2024
There will be no second exam.
Contents of exercise:
In the accompanying practice sessions students deepen and broaden their theoretical knowledge from the lecture by applying the procedures to typical market research problems. This is accomplished by means of the SPSS software packages. Exercises involve solving problems with practical application cases and associated data that specifically guide the execution of all analysis steps and the interpretation of results.
Date of exercise courses:
Thursday, 02:00 p. m. - 04:00 p. m., WiSoRZ MZG 7.153 (MZG/Blauer Turm)
Thursday, 04:00 p. m. - 06:00 p. m., WiSoRZ MZG 7.153 (MZG/Blauer Turm)
Start of exercise courses:
probably 02.05.2024
Recommended references for the lecture:
- Lattin, J. M., Caroll, J. D., & Green, P. E. (2003): Analyzing Multivariate Data, Belmont.
- Tabachnick, B.G., & Fidell, L.S (2013): Using Multivariate Statistics, Pearson Education, Boston.
- Backhaus, K., Erichson, B., Plinke, W., & Weiber, R. (2018): Multivariate Analysemethoden, Springer-Gabler, Berlin.
- Backhaus, K., Erichson, W., & Weiber, R. (2015): Fortgeschrittene Multivariate Analysemethoden, Springer-Gabler, Berlin.
- Hair, J.F., Black, W.D., Babin, B.J., & Anderson, R.E. (2013): Multivariate Data Analysis, Pearson, Upper Saddle River.
Contact:
Judith Derenthal, M.Sc.
Chair of Marketing and Retail Management
Platz der Göttinger Sieben 3
Room 1.237
37073 Göttingen
Phone +49 (0)551/39-26559
judith.derenthal@wiwi.uni-goettingen.de
Chiara Pfeiffer, M. Sc.
Chair of Marketing and Consumer Behavior
Platz der Göttinger Sieben 3
Room 1.235
37073 Göttingen
Phone +49 (0)551/39-29048
Chiara.Pfeiffer@uni-goettingen.de