This course includes aspects of quantitative marketing such as data collection (samples, survey design, coding, and handling of data sets) and data analysis (data set modification, uni- and multivariate Analysis e.g in SPSS). Further topics and methods of quantitative marketing will be presented and discussed in the lecture.
After this course students are able to design, conduct and analyze quantitative empirical studies, e.g. in their master theses. They will acquire basic knowledge about quantitative models. This course is designed to advance the methodological competence of the students and enable them to reach complex marketing-decision.