Advanced Marketing Research (21163)

Building on the module “Marketing Methods and Analysis”, this course provides an application-oriented introduction to more advanced and sophisticated marketing research methods. Therefore, students should have sound knowledge of statistics. Over the years, researchers and practitioners have used these methods for a wide variety of applications, such as product development, market segmentation, and determining the optimal marketing mix. These same techniques are also very useful for other types of business (and non-business) problems. In addition to the introduction of methods, special attention will be paid to questions surrounding the measurement of complex phenomena such as brand image or customer satisfaction. Participants will learn about the fundamental concepts of the methods in a four-day seminar (attendance is compulsory), which extends over the first two months of the semester. An open-book exam will be held during the regular exam period.

 

Lecturer

Prof. Dr. Marko Sarstedt
M. Sc. Michael Canty
M. Sc. Susanne Adler
M. Sc. Frauke Kühn

Examination

The final and only examination will be conducted as an open-book exam. More detailed information will be provided in the lectures and tutorials.

The examination date will be within the normal examination period and avaible with the upcoming examination schedule at the start of the winter term in October.

Please note that there will not be an additional registration via LSF nor a group work with a written research, unlike in the past winter term.

In order to determine the number of course participants, we kindly ask you to fill in the application form provided at the end of this page by 08.10.2019.

References
PLS-SEM a primer Hair, J. F.; Hult, G. T. M.; Ringle, C. M.; Sarstedt, M. (2017)
Partial Least Squares Structural Equation Modeling: A Primer. Second Edition. Sage: CA.
A Concise Guide Sarstedt, M.; Mooi, E. (2019)
A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Third Edition, Berlin: Springer Berlin.
Brief Schedule

Lecture (Consists of 4 separate appointments)

Lecturer Date  Time Room

Prof. Dr. Marko Sarstedt

Tuesday,  15.10.19 09:30 am - 01:15 pm G22A-011

Prof. Dr. Marko Sarstedt

Thursday, 17.10.19 09:30 am - 05:00 pm G22A-011

Prof. Dr. Marko Sarstedt

Tuesday,  26.11.19 09:30 am - 03:00 pm G22A-011

Prof. Dr. Marko Sarstedt

Thursday, 28.11.19 09:30 am - 05:00 pm G22A-011

 

Exercise

Lecturer Date  Time Room


      M. Sc. Michael Canty
      M. Sc. Susanne Adler
      M. Sc. Frauke Kühn

Monday  09:00 - 11:00 am G22A-012

PLEASE NOTE: Our first Tutorial will take place on Monday, 28.10.2019 from 7:30 am – 10:45 am in Room G22A – 011.

Documents

Application form

Letzte Änderung: 11.10.2019 - Ansprechpartner: Webmaster