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Market Research and Multivariate Analysis

Module name (EN):
Name of module in study programme. It should be precise and clear.
Market Research and Multivariate Analysis
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Marketing Science, Master, ASPO 01.04.2016
Module code: MAMS-110
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P420-0020, P420-0021
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4VU (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
Semester: 1
Mandatory course: yes
Language of instruction:
Written exam (90 minutes / can be repeated semesterly) and project work (can be repeated annually)

[updated 20.11.2019]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

DFMM-MAMS-110 Management Sciences, Master, ASPO 01.10.2018 , semester 1, mandatory course
MAMS-110 (P420-0020, P420-0021) Marketing Science, Master, ASPO 01.04.2016 , semester 1, mandatory course
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
Recommended as prerequisite for:
MAMS-240 Empirical Marketing Seminar

[updated 11.10.2023]
Module coordinator:
Prof. Dr. Tatjana König
Prof. Dr. Tatjana König

[updated 14.09.2021]
Learning outcomes:
        After successfully completing this module, students will:
•        be able to design, carry out and evaluate empirical studies,
•        be able to derive the appropriate multivariate method for a given problem,
•        be able to evaluate the application and quality of different multivariate methods, as well as the quality of the construct measurement (1st generation) on the basis of the respective quality criteria,
•        be able to interpret the results of multivariate procedures,
•        be able to process analysis results for information and present them clearly in a presentation,

[updated 11.10.2021]
Module content:
•        Empirical survey procedure including questionnaire design (scales, scale levels), survey methods and hypothesis tests,
•        Significance and overview of multivariate procedures, as well as the relevant procedure, special features of SPSS, benefits for marketing decisions in particular of:
-        t-test
-        Regression analysis
-        Analysis of variance
-       Contigency analysis
-        Factor analysis
-        Cluster analysis
-        Conjoint analysis

[updated 11.10.2021]
Teaching methods/Media:
Lecture with tutorial and use of SPSS

[updated 20.11.2019]
Recommended or required reading:
•        Bacher, J. (aktuelle Auflage): Clusteranalyse, München.
•        Backhaus, K., Erichson, B., Plinke, W., Weiber, R. (aktuelle Auflage): Multivariate Analysemethoden – Eine anwendungsorientierte Einführung, Hamburg.
•     Berekoven, L., Eckert, W., Ellenrieder, P. (aktuellste Aufl.), Marktforschung - Methodische Grundlagen und praktische Anwendung, Wiesbaden.
•        Hair, J.F. (Jr.), Black, W., C., Babin, B.J., Anderson, R.E., Tatham, R.L. (aktuellste Aufl.): Multivariate Data Analysis, Upper Sadle River, New Jersey.
•        Herrmann, A., Homburg, Ch., Klarmann, M. (Hrsg.): Handbuch Marktforschung – Methoden, Anwendungen, Praxisbeispiele, aktuelleste Auflage, Wiesbaden.
•     Homburg, Ch, (bzw. Homburg/Krohmer, H.) (aktuelle Aufl.), Marketingmanagement, Wiesbaden.
•        Rudolf, M., Müller, J. (aktuellste Aufl.): Multivariate Verfahren, Göttingen u.a.
•     Sarstedt, M., Mooi, E. (2019), A Concise Guide to Market Research: The Process, Data, Methods, Using IBM SPSS Statistics, Springer (e-book)

[updated 11.10.2021]
[Sun Apr 14 04:26:51 CEST 2024, CKEY=mmumaa, BKEY=msm2, CID=MAMS-110, LANGUAGE=en, DATE=14.04.2024]