Market Analysis
| Terms offered: | Each winter term |
| Course format: | 2 hours lecture / 2 hours exercise per week |
| Grading: | 2-hour written exam |
| Credits: | 4 Leistungspunkte in SBWL / 6 ECTS |
| Exam date: | 17.02.2012; 13:30 – 15:30 o'clock |
| Contact Person: | Marko Sarstedt |
Description
Market Analysis teaches you how to describe markets in a quantitative manner. It provides the basis for understanding and carrying out marketing research.
The goals of the course are:
- To give you hands on experience in different data analysis techniques
- To teach you skills that are critical for success in Marketing, especially skills needed for sound analysis and decisions about product design, market segmentation and communication
- To provide you the opportunity to look into the black box of analysing tools
- To sharpen your overall analytical and quantitative skills
- To learn how to judge upon the quality of market research
Course set-up
The course builds upon your basic knowledge in Statistics. You should have completed the courses statistics I and II and Empirical Economics. It consists of lectures and computer lab sessions. Lectures cover theory and potential applications for different analysis tools. Analysis tools include standard tools such as Factor Analysis, Cluster Analysis, Discriminant Analysis, but also basics of more advanced techniques such as Conjoint Analysis (including Hierarchical Bayes Choice Based Conjoint), Structural Equation Modeling, Latent class analysis etc.
During lab sessions, you will learn to apply them to actual business questions and get hands on experience. We work with state of the art and industry standard software applications, such as SPSS, Sawtooth, Amos, Mplus, smartPLS, etc. There will be three parallel lab sessions, in order to suit your different time schedules. Guest lecturers show you how they use the contents of this course in everyday business life. Grading is based on a two hour in class open book exam. Please continuously prepare your material as the course progresses in order to quickly find relevant information. Start making your folders a professional tool that will help you to efficiently work in your future jobs.
Recommended Readings
- Birks, D.; Malhotra, N (2007): Marketing Research, An Applied Approach, 3rd European Edition, Financial Times / Prentice Hall.
- Hair, J. F.; Black, W. C.; Babin, B. J.; Anderson, R. E. (2010). Multivariate Data Analysis. A Global Perspective, 7th edition, Upper Saddle River: Pearson.
- Mooi, E. A.; Sarstedt, M. (2010): A Concise Guide to Market Research. The Process, Data, and Methods Using IBM SPSS Statistics, Berlin et al.: Springer. Please visit the book's website for more information.
Downloads:
- Lecture Slides (7.52 Mb)
- Tutorial: Introduction and Matrices (248 Kb)
- Tutorial: 01 Basics in Statistics (440 Kb)
- Tutorial: 02 Introduction to SPSS (927 Kb)
- Tutorial: 03 Ordinary Least Squares (OLS) (570 Kb)
- Tutorial: 03 OLS Case Study (58 Kb)
- Tutorial: 04 Cluster Analysis (818 Kb)
- Tutorial: 05 MDS (355 Kb)
- Tutorial: 06 AID (1.3 Mb)
- Tutorial: 07 Factor Analysis Part 1 (2.4 Mb)
- Tutorial: 08 Factor Analysis Case Study Part 2 (300 Kb)
- Tutorial: 08 Factor Analysis Case Study Solution (798 Kb)
- Tutorial: 09 Cross Tabulation (580 Kb)
- Tutorial: 10 ANOVA (330 Kb)
- Tutorial: 11 Logistic Regression (1.4 Mb)
- Tutorial: 12 Case Studies (120 Kb)
- Tutorial: 12 Case Studies including Solutions (733 Kb)
- Tutorial: 13 Question Session (1.1 Mb)
- Market Analysis Exercises (1.4 Mb)
- Guest Lecture (Ernst & Young) (6.1 Mb)
- Guest Lecture (IBM) (2.8 Mb)
