- Each summer term
- See LSF and Moodle
- Course Format:
- Four sessions
Four self-study/data analysis sessions
- Seminar paper and presentation
- 6 ECTS: Master of Science (Marketing & Strategy, Modul III; Marketing und Strategy II, III, IV and Advanced Elective Topics in Business Administration (Theory) I-IV) according to PO 2015 & PO 2018
4 SWS: MBR module B1
- Previous attendance of the Market Research course is recommended (but not mandatory)
- Contact Person:
- Sandra Baringhorst
Please send your
- Transcript of records and,
- three concise sentences on motivation
The number of participants is limited to twelve.
Details of the application and the content of the seminar can be found here (PDF, 377 KB).
Aim of Seminar
The aim of this seminar is to introduce students to applied empirical marketing research. The seminar will introduce participants to the concept of “triangulation”, where a specific research phenomenon is addressed from different perspectives using multiple methods and analyses, such as field studies (i.e., survey research), lab experiments (i.e., scenarios), and field experiments (i.e., treatment analysis).
Students will learn to develop a concise conceptual model and test their model using inferential statistics in three small-scale empirical studies. Therefore, the course introduces a variety of regression-based analytics, such as multiple linear regression, dummy regression, and difference-in-differences modeling. The data for the analysis will be provided by the lecturer.
Students will prepare a “multi-method” seminar paper on individual topics (in teams of 3-4) and present their research in front of the audience.