This course is a prerequisite for students who are interested in seminar papers or theses at the Chair of Marketing.

Homburg, Christian (2012), Marketing Management, 4th ed., Wiesbaden.

The aim of this event is to give an overview of essential static procedures. In the course of the lecture, students will learn how to use and handle various statistical methods and analysis methods in practice. In addition, the following interpretation of the results following the use of an empirical survey will be in the foreground. The derivation of strategic action implications is an important competence which is required in numerous companies in order to optimally react to customer needs. The course covers the following topics, among others:

•     Theoretical basics of market research
•     Statistical foundations of market research (e. g. university and bivariate statistics, hypothesis tests)
•     Measurement of customer attitudes (e. g. satisfaction measurement, factor analysis)
•     Understanding of customer behaviour (e. g. regression analysis, experiments, panels, causal analysis)
•     Making strategic decisions (e. g. market segmentation, cluster analysis)

Further information can be obtained directly from the Research Unit Marketing & Sales (marketing. iism. kit. edu).

Total expenditure with 4,5 achievement points: approx. 135.0 hours

Presence time: 30 hours

Preparation and follow-up of the course: 45.0 hours

Examination and exam preparation: 60.0 hours

The aim of this event is to give an overview of essential static procedures. In the course of the lecture, students will learn how to use and handle various statistical methods and analysis methods in practice. In addition, the following interpretation of the results following the use of an empirical survey will be in the foreground. The derivation of strategic action implications is an important competence which is required in numerous companies in order to optimally react to customer needs. The course covers the following topics, among others:

Theoretical basics of market research
Statistical foundations of market research (e. g. uni and bivariate statistics, hypothesis tests)
Measurement of customer attitudes (e. g. satisfaction measurement, factor analysis)
Understanding of customer behaviour (e. g. regression analysis, experiments, panels, causal analysis)
making strategic decisions (e. g. market segmentation, cluster analysis)

The performance review takes place in the form of a written examination (60 min.) (according to §4 (2), 1 SPO).