Marketing Research

What it is about

You learn how to plan experiments for consumer and marketing research, conduct them, and analyze the data obtained with multivariate methods. In the end you can design experiments, select appropriate analysis methods, interpret results, and justify statements as well as the limitations of your own research.

What you will be able to do

• Basic principles of experimental designs in consumer and marketing research
• Important models and methods for the analysis of marketing-relevant data
• Application of experimental and analytical methods to real marketing questions
• Explain and design experiments yourself
• Assess the impact of design decisions on possible analysis methods
• Use statistical software for calculations and explain results
• Identify limitations of experiments and data analyses
• Critically reflect on research questions and methodological decisions
• Communicate research results clearly and defend your own work

What the module consists of

• VorlesungProvides fundamentals of experimental designs and methodological approaches
• ÜbungTrains the design and discussion of experiments as well as the analysis of small datasets
• GruppenarbeitDiscussion of advantages and disadvantages of experimental designs (part of the exercises)

Teaching method

• VorlesungExplanation of the fundamental concepts and methods
• Übungen mit praktischen AufgabenApplying what has been learned: design of experiments, analysis and interpretation of datasets
• Literaturarbeit (Vorbereitung)Prepare lectures and exercises by reading and reflecting on relevant marketing literature