Profile
- Term:
- Each summer term
- Time/Place/Documents:
- See LSF and Moodle
- Course Format:
- Four sessions on experimental methods
One tutorial on Qualtrics - Grading:
- Seminar paper and presentation
- Credits:
- 6 ECTS according to PStO 2018 & PStO 2024.
- Requirments:
- Previous attendance of the Market Research course is recommended (but not mandatory)
Application required - Contact Person:
- Juliane Gabel
News
Application required:
Please send your
- CV,
- Transcript of records and,
- three concise sentences on motivation
until April, 11th 2025 12:00h (noon) to Juliane Gabel (E-Mail)
The number of participants is limited to twelve.
Details of the application and the content of the seminar can be found here (PDF, 370 KB).
Aim of Seminar
This seminar provides students with a comprehensive introduction to advanced empirical marketing research. To gain hands-on experience in the complete research process, students will replicate studies published in leading journals within the field of marketing research. This involves implementing a research design, formulating hypothesis, conducting an experiment, collecting and analyzing data, and writing a replication report. The course emphasizes the application of rigorous experimental techniques in marketing research.
- Experimental Design: Students will be introduced to the fundamentals of experimentation (e.g., treatment design, hypothesis formulation).
- Experimental Methods: The course will cover various experimental methods (e.g., between-subjects versus within-subjects designs)
- Data Analysis and Interpretation: Students will learn how to analyze and interpret experimental data. They will focus on assessing treatment effects, understanding interactions between variables, and drawing meaningful conclusions from their data.
- Hands-on Experimentation: Students will actively participate in the entire experimental process (e.g., creating surveys, collecting data, reporting results).
- Academic Paper and Presentation: At the end of the course, students will present their findings in an academic paper. This project will not only prepare students for academic research but also enhance their skills in conducting quantitative research and writing academic papers.
By the end of the course, students will have gained a structured approach to conducting high-quality empirical research. They will be equipped with the skills necessary to apply experimental methods to marketing analytics and prepare for advanced research tasks in the field.
Further Information
Guidelines on scientific working can be found here (PDF, 560 KB)and here (ZIP, 846 KB).