Background and relations to other courses:
This course teaches basic methods of multivariate data analysis that enable students to answer empirical research questions in marketing. The various methods will be applied to a marketing research project to enhance the learning experience. The methods discussed are the basis for machine learning methods. Knowledge of these methods is essential for marketing managers in a data-driven world.
Main topics:
- Analysis of variance
- Regression analysis
- Logistic regression
- Factor analysis
- Cluster analysis
- Conjoint analysis
Course objective:
It is the objective of this course that students learn how to apply the different methods in a competent manner, and how to derive managerial insights based on the results of empirical research.
- Lehrende/r: Sonja Gensler-Wiesel
- Lehrende/r: Fabienne Michel-Angeli
Semester: WT 2022/23