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.

Course information published in HIS-LSF