CHAIR OF

MARKETING

Dear Master students, if you intend to write your master thesis at the Chair of Marketing in the upcoming summer semester 2025, please consider the following information. The application for a master thesis topic for the summer semester 2025 will take place in the period from 10.01.2025 – 30.01.2025. You will receive notice of whether you are accepted or not until 07.02.2025. For accepted students, there will be a mandatory joint kickoff which will take place on 10.02.2025 at 09:00 - 10:30 via Zoom. Final details and additional information regarding the application process will be provided in the corresponding e-learning course.

The exam reviews for Marketing (41021), Marketing Methods & Analysis (50566), and for the revisions of Marketing Performance Management (41058) and Sensory Marketing and Product Innovation (23430) of the summer term 2024 will be held in the first week of class of the upcoming winter term (14.10. – 18.10.2024).

To register for the exam review, please send a mail to the corresponding contact person of this course by Sunday, 29.09.2024:

• Marketing (41021): Dr. Carolin Winkelmann

• Marketing Methods & Analysis (50566): Felix Lang

• Sensory Marketing and Product Innovation (23430): Felix Lang

• Marketing Performance Management (41058): Joshua Schramm

In your e-mail, please include your name, matriculation number and the corresponding examination number. Please also bring your identity card and student ID to the appointment.

For students interested in writing their bachelor's thesis at the Chair of Marketing in the upcoming semester, you will find the topics and final details and information in the corresponding e-learning course.

Please be aware that the kick-off will take place in the week of the introductory days (i.e., 7^th – 11^th of October). Taking part in the kick-off is mandatory. However, it will take place online via zoom.

Dear Master students, if you intend to write your master thesis at the Chair of Marketing in the upcoming winter semester 2024/2025, please consider the following information. The application for a master thesis topic for the winter semester 2024/2025 will take place in the period from 24.06.2024 – 12.07.24. You will receive notice of whether you are accepted or not until 17.07.24. For accepted students, there will be a mandatory joint kickoff which will take place on 22.07.2024 at 10:00 - 11:30 via Zoom. Final details and additional information regarding the application process will be provided in the corresponding e-learning course.

Ever thought about anchored MaxDiff for product choice predictions in market research? If not, it is high time to do so.

Anchored MaxDiff upgrades traditional MaxDiff by also measuring the outside good’s utility (i.e., the no-buy alternative), which converts relative MaxDiff scores into absolute ones that can also be compared between respondents.

Our recent research published in Marketing Letters investigated in a 2 (direct anchored MaxDiff vs. indirect anchored MaxDiff) x 2 (hypothetical vs. incentive-aligned) online-experiment which method yields the highest predictive validity. We show that both anchoring methods benefit strongly from incentive alignment (similar to other preference measurement techniques, as previously shown in a JAMS article.

We also show that incentive alignment predicts general demand fairly accurately, while hypothetical MaxDiff tends to overestimate demand.

Finally, we take a look at how marketing implications (e.g., product assortment optimizations) may differ between hypothetical and incentive-aligned anchored MaxDiff.

The article provides an overview of anchored MaxDiff and how incentive alignment can now be implemented in a MaxDiff study design.

Enjoy the article for free in Marketing Letters.

Should you opt for incentive alignment or adaptive designs in your choice-based conjoint market research study?

Verena Sablotny‐Wackershauser, Marcel Lichters, Daniel Guhl, Paul Bengart, and Bodo Vogt find in their recent JAMS publication that you should!

Results from 4 conjoint experiments (n=1,150) on diverse products (from pizza to fitness trackers) show

• Adaptive CBC designs compare well to incentive-aligned CBC regarding product choice predictions.
• Combining both principles delivers superior predictions.

The paper also presents a concise review of proposed adaptive designs in CBC, along with an analysis of their popularity in terms of impact factors.

• Furthermore, the relative merits of different mechanisms to incentive-align (A)CBC studies are discussed.
• All raw data and analysis scripts are freely provided via the open science framework.
• This article thus serves market researchers well in the analysis of data sets of (A)CBC studies conducted with Sawtooth Software and other solutions within R.

Happy reading with the open-access article  published in the Journal of the Academy of Marketing Science.

Dear Master students,
If you intend to write your master thesis at the Chair of Marketing in the upcoming summer semester 2024, please consider the following information.
The application for a master thesis topic for the summer semester 2024 will take place in the period from 15.01.24 - 28.01.24. You will receive notice of whether you are accepted or not until 02.02.24. 
For accepted students, there will be a mandatory joint kickoff which will take place on 13.02.2024 at 13:30 - 15:00 via Zoom.
Final details and additional information regarding the application process will be provided in the corresponding e-learning course.

The exam reviews for Marketing Performance Management (41058), Sensory Marketing and Product Innovation (23430), and for the revision exams Marketing Methods & Analysis (50566) and Marketing (41021) of the winter term 2023/24 will be held on Thursday, 04.04.2024 starting at 10:00 am in room G22A-314.

To register for the exam review, please send a mail to marketing-sekretariat@ovgu.de by Wednesday, 27.03.2024. In your e-mail, please include your name, matriculation number and the corresponding examination number. Please also bring your identity card and student ID to the appointment.