Research activity

A distinguishing characteristic of the Chair is its quantitative orientation and emphasis on fundamental research in the fields of research methodology and measurement. This ensures the application of the most recent theoretical concepts and methods in both academic and business-sponsored research projects. Major emphasis is placed on building and maintaining collaborative links with external academic, professional and industrial partners. The Chair’s research capabilities are reflected in:

  • Publications in top-tier academic journals from various disciplines such as Journal of Marketing Research, Journal of the Academy of Marketing Science, MIS Quarterly, Organizational Research Methods, Psychometrika, Long Range Planning, Journal of World Business and Journal of Business Research.
  • Authorships of text books on Partial Least Squares, marketing research and research methodology.
  • Guest editorships of leading journals (e.g., Journal of Brand Management, Journal of Marketing Theory & Practice, Advances in International Marketing and Long Range Planning).
  • Collaborations with reknown researchers such as Adamantios Diamantopoulos (University of Vienna), Joe F. Hair, Jr. (University of South Alabama), Edward E. Rigdon (Georgia State University).
  • Presentations at international conferences.
  • Active involvement in international research societies such as the Academy of Marketing Science.
  • Further research partners and projects can be found here.



  Research Methodology Data Quality Branding Consumer Insight

Research Methodology

With the increasing need to understand the perceptions and behaviors of consumers, so has the need to advance the methodological toolkit to explore corresponding effects. The field Research Methodology deals with the evaluation of existing and development of new techniques to model relationships between concepts which are not directly observed and which therefore may not have one clear empirical expression. Special research interest is geared toward Partial Least Squares Structural Equation Modeling (PLS-SEM), which has gained vast prominence in business research and practice. Specifically, recent studies deal with the use of PLS-SEM in different disciplines (e.g., marketing, strategic management, and management information systems) and the development of methods to treat (unobserved) heterogeneity.

PLS-SEM - An insight by Prof. Dr. Marko Sarstedt:

Sarstedt LT

Selected publications on research methodology:

  • Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, Mirror on the Wall: A Comparative Evaluation of Composite-based Structural Equation Modeling Methods. Journal of the Academy of Marketing Science, 45(5), 616-632.
  • Hair, J. F., Sarstedt, M., & Ringle, C. M. (2019). Rethinking Some of the Rethinking of Partial Least Squares. European Journal of Marketing, 53(4), 566-584.
  • Sarstedt, M., Hair, J. F., Cheah, J.-H., Becker, J.-M., & Ringle, C. M. (2019). How to Specify, Estimate, and Validate Higher-order Models. Australasian Marketing Journal, 27(3), 197-211.
  • Sharma, P. N., Sarstedt, M., Shmueli, G., & Thiele, K. O. (2019). PLS-based Model Selection: The Role of Alternative Explanations in IS Research. Journal of the Association for Information Systems, 20(4), 346-397.
  • Sharma, P. N., Shmueli, G., Sarstedt, M., Danks, N., & Ray, S. (2019). Prediction-oriented Model Selection in Partial Least Squares Path Modeling. Decision Sciences, Advance online publication.
  • Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J.-H., Ting, H., & Ringle, C. M. (2019). Predictive Model Assessment in PLS-SEM: Guidelines for Using PLSpredict. European Journal of Marketing, Advance online publication.


Data Quality

Following the notion that any analysis can only be as good as the data it is based on, the research field Data Quality explores fundamental issues in the measurement of consumer attitudes and intentions. Areas of interest include the comparison of multi and single-item measures for measuring unobservable phenomena such as attitudes toward advertisements and brands, purchase intentions or customer satisfaction. Other projects deal with theoretical and empirical comparisons of existing measurement approaches, for instance corporate reputation or time perception.

Selected publications on data quality:

  • Hair, J. F., & Sarstedt, M. (2019). Composites vs. Factors: Implications for Choosing the Right SEM Method. Project Management Journal, Advance online publication
  • Rigdon, E. E., Becker, J.-M., & Sarstedt, M. (2019). Factor Indeterminacy as Metrological Uncertainty: Implications for Advancing Psychological Measurement. Multivariate Behavioral Research, 54(3), 429-443.
  • Rigdon, E. E., Becker, J.-M., & Sarstedt, M. (2019). Parceling Cannot Reduce Factor Indeterminacy in Factor Analysis: A Research Note. Psychometrika 84(3), 772–780.


Consumer Insights

Customers are at the heart of marketing. However, engaging in customer orientation requires managers to develop a thorough understanding of customers’ varying needs and wants. Studies in the research field Consumer Insights aim at generating knowledge about customers, their preferences the mechanisms that trigger certain behaviors. Special attention is paid to an analysis of the influence of product alternatives to purchasing decisions (context effects).

The Compromise Effect - An insight by Prof. Dr. Marko Sarstedt:

Sarstedt Compromise Effect



Selected publications on consumer insights:

  • Girard, A., Lichters, M., Sarstedt, M., & Biswas, D. (2019). Short- and Long-Term Effects of Nonconsciously Processed Ambient Scents in a Servicescape: Findings From Two Field Experiments. Journal of Service Research, 22(4), 440-455.
  • Lichters, M., Bengert, P., Sarstedt, M., & Vogt, B. (2017). What Really Matters in Attraction Effect Research: When Choices Have Economic Consequences. Marketing Letters, 28(1), 127-138.
  • Lichters, M., Brunnlieb, C., Nave, G., Sarstedt, M., & Vogt, B. (2016). The Influence of Serotonin Defficiency on Choice Deferral and the Compromise Effect. Journal of Marketing Research, 53(2), 183-198.



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