In this course various relevant market research questions are addressed, as for example measuring and understanding customer attitudes, preparing strategic decisions and sales forecasting. In order to analyze these questions, students learn to handle social media data, panel data, nested observations and experimental design. To analyze the data, advanced methods, as for example multilevel modeling, structural equation modeling and return on marketing models are taught. Also, problems of causality are addressed in-depth. The lecture is accompanied by a computer-based exercise, in the course of which the methods are applied practically.

Students

• receive based on the course market research an overview of advanced empirical methods
• learn in the course of the lecture to handle advanced data collection and data analysis methods
• are based on the acquired knowledge able to interpret results and derive strategic implications

Total workload for 4.5 ECTS: ca. 135 hours.

In order to attend Marketing Analytics, students are required to have passed the course Market Research.

Exchange students can bypass the requirement of passing Market Research if they can prove that they possess sufficient statistical knowledge based on courses attended at their home institution. This will be examined individually by the Marketing & Sales Research Group.

For further information please contact the Marketing and Sales Research Group (marketing.iism.kit.edu).

• Hanssens, Dominique M., Parsons, Leonard J., Schultz, Randall L. (2003), Market response models: Econometric and time series analysis, 2nd ed, Boston.
• Gelman, Andrew, Hill, Jennifer (2006), Data analysis using regression and multilevel/hierarchical models, New York.
• Cameron, A. Colin, Trivedi, Pravin K. (2005), Microeconometrics: methods and applications, New York.
• Chapman, Christopher, Feit, Elea M. (2015), R for Marketing Research and Analytics, Cham.
• Ledolter, Johannes (2013), Data mining and business analytics with R, New York.

Präsenztermine: 05.11.2021 / 19.11.2021 / 03.12.2021 / 17.12.2021

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