Marketing

B425B Advanced Market Research

Lecturer: Jun.-Prof. Dr. Wiebke Keller
Course description:

B425

Language: English
Recommended for this semester or higher: 1
ECTS-Credits: 6
Course can be taken as part of following programs/modules:

Economics and Finance
European Management
General Management
International Business
International Economics
Management and Economics

Data Science in Business and Economics

Prerequisite for: This module (or equivalent knowledge, especially in programming with R) is a prerequisite for future editions of B425 Price and Promotion Management
Prerequisites: ---
Limited attendance: 20
Course Type: Lecture
Date:

Weekly online live sessions: Thursdays from 8:15am s.t. - 9:45am (Beginning of the first lecture: Thursday, April 29, 2021)

Registration:

Limited to 20 participants. Registration open for all (no first-come, first-served): Registration will open on Monday, March 1, 2021 in Alma - end of registration time: Sunday, April 11. If the number of applications (limited to 20 participants) exceeds the number of places available, we unfortunately will not be able to accept all of the applicants. In this case, a random selection will be made from all the applications received. 

Downloads: in ILIAS
Method of Assessment: Written exam, or oral examination, or assignments or presentation or online assessment
Content:

This course provides students with central knowledge of market research and shows them how to apply the acquired knowledge in R. The students learn to select suitable methods and to implement them using R with sample data. The course also enables the students to transfer the acquired knowledge into practical applications.

  1. Introduction to R
  2. Getting data
  3. Plots and Descriptives
  4. Analyzing Data
  5. Reporting Results
Objectives: Students learn basic programming skills with R. Further, this course teaches data collection skills, how to implement marketing analytic techniques and models in R as well as reporting the results in a good way. The goal of the course is to make students learn solving marketing research problems by analyzing available data.
Literature:
  • Wooldridge, J. M. (2002). Econometric Analysis of Cross Section and Panel Data. Cambridge, MA.: MIT Press
  • Heiss, F. (2016). Using R for Introductory Econometrics, CreateSpace Independent Publishing Platform.
  • Malhotra, N.K., Birks, D.F. & Wills, P. (2012). Marketing Research: An Appplied Approach (4th. ed.), Upper Saddle River, NJ.
  • Gelman, A. & Hill, J. (2006). Data Analysis Using Regression and Multilevel/Hierarchical Models. Cambridge University Press.