Within the lecture, essential statistical methods for measuring customer attitudes (e.g. satisfaction measurement), understanding customer behavior and making strategic decisions will be discussed. The practical use as well as the correct handling of different survey methods will be taught, such as experiments and surveys. To analyze the collected data, various analysis methods are presented, including hypothesis tests, factor analyses, cluster analyses, variance and regression analyses. Building on this, the interpretation of the results will be discussed.

Topics addressed in this course are for example:

• Theoretical foundations of market research
• Statistical foundations of market research
• Measuring customer attitudes
• Understanding customer reactions
• Strategical decision making

The aim of this lecture is to give an overview of essential statistical methods. In the lecture students learn the practical use as well as the correct handling of different statistical survey methods and analysis procedures. In addition, emphasis is put on the interpretation of the results after the application of an empirical survey. The derivation of strategic options is an important competence that is required in many companies in order to react optimally to customer needs.

The assessment is carried out (according to §4(2), 3 SPO) in the form of a written open book exam.

The total workload for this course is approximately 135.0 hours.

Presence time: 30 hours

Preparation and wrap-up of the course: 45.0 hours

Exam and exam preparation: 60.0 hours

Please note that this course has to be completed successfully by students interested in master thesis positions at the chair of marketing.

Homburg, Christian (2016), Marketingmanagement, 6. Aufl., Wiesbaden.