Allgemeine Inhalte
Instructors: Dr. Sajad Rezaei
Event type: Seminar
Displayed in timetable as: Op. Market Res.
Hours per week: 2
Credits: 6,0
Language of instruction: English
Min. | Max. participants: 10 | 30
Seminar description
The seminar focuses on understanding quantitative research methods for economic and social sciences with marketing orientation. The seminar covers understanding of basic research methods followed by univariate, bivariate and multivariate data analysis techniques. Thus, we want to use quantitative measures to examine following topics:
- Digital Goods
- Upselling and Cross-Selling
- Anti-Branding
- Collaborative Shopping
- Cognitive Shopping
- Online Impulsive Behavior
- Addictive Shopping
- Private Brands Vs National Brands
- Volunteer Pricing
- Top-Dog Vs Underdog Brands
- Celebrity Endorsements
- Odd Pricing
At the beginning of the seminar, understanding about hypothesis, scales, sampling and basic data analysis will be covered. This shall be followed by measurement and data preparation in the second stage. Application of various basic statistical techniques like T-test, Chi-square, ANOVA, Correlation and Regression will be covered in detail. The seminar also covers Cluster analysis for segmentation along with Multidimensional and Correspondence analysis for positioning studies.
The seminar is accompanied by an exercise. This exercise will be conducted in small groups where marketing research software will be used by students in a computer room.
Objectives (Lernziel):
The seminar enables students to handle and solve complex research questions in economic and social science. Based on examples of business and marketing, students get to know application of basic and advanced univariate, bivariate and multivariate analysis methods and how to apply them on their own. By obtaining knowledge and the ability to use common statistical software package (SPSS), students also qualify to perform operational empirical analysis in research project and professional practice.
By the end of the seminar, it is expected that students will be able to:
1. understand the concept of scientific research methodology and its characteristics
2. demonstrate the ability to transform marketing research problem into flexible research hypotheses and proposal.
3. display the ability to develop proper measurement to collect data on the variables that are relevant to address the research hypotheses.
4. demonstrate the ability to select and utilize proper statistic tools to test the dataset again the research hypotheses.
5. solve market research relevant questions on their own during the exercises
The skills mentioned above are key for a perspective student becoming an empirical researcher in the fields of social science, especially in market research.
Vorgehen:
In general, it is beneficial to have a basic knowledge in the field of quantitative market research.
We expect the students to know the learning contents of the seminar, the exercise and the mandatory literature references. It is not sufficient to memorize the slides of the lecture only. Students rather should attend seminar and prepare and follow-up its contents.
We recommend students to prepare every single seminar. Therefore, prior to the seminar both the corresponding slides and the mandatory literature should be studied. Therefore, we are able to discuss content by mentioning aspects which cannot be found on the slides.
Outline (Tentative) - Gliederung (vorläufig)
1 Introduction
- 1.1 Deriving Hypotheses
- 1.2 Primary and Secondary Data
- 1.3 Case Study
2 Data Collection and Preparation
- 2.1 Measurement, Errors and Data for Consumer Research
- 2.2 Sampling
- 2.3 Data Preparation and Descriptive Statistics
3 Basic Methods for Hypothesis Testing
- 3.1 Mean Comparisons
- 3.2 Analysis of Variance
- 3.3 Association Analysis
4 Segmentation and Positioning Techniques
- 4.1 Cluster Analysis
- 4.2 Multidimensional Scaling
- 4.3 Correspondence Analysis
5 Correlation and Causal-Effects Models
- 5.1 Correlational Analysis
- 5.2 Regression
6 Complex Causal-Effects Models (latent variables)
- 6.1 Scale and scaling issues
- 6.2 Factor Analysis
Literature (Literatur):
Main seminar book:
Mario Mazzocchi (2008). “Statistics for Marketing and Consumer Research” (6th edition), Pearson, SAGE Publications Ltd: 9781412911221
Supplemented by:
William G. Zikmund (2013). “Business research methods”(7th edition), Thomson/South-Western, ISBN: 0030350840: Chapter 6
Examination (Zusätzliche Hinweise zu Prüfungen):
Students will outline the theoretical basis during the seminar by a short presentation of literature synopsis and their experiment set up. Students are expected to present their empirical findings followed by discussion. Students need to submit their written report for the seminar.
Grading information
Passing the seminar requires the following:
• Presentation on theoretical foundation
• Final presentation of findings
• Written report on the own empirical study
Each part has to be passed at least with a 4.0 in order to pass this seminar.
After the evaluation of your exams, the exams won't be handed over to you. Instead we offer you to have a look at them at our Chair. The date for inspection will be published on our homepage (see "Aktuelles") and in STiNE as soon as there is a concise date. In order to have a look at your project on the specified date, you need to send an email to register for your appointment.