WISO300694 Multivariate methods in marketing
- Type
- Lecture and seminar
- Semester hours
- 2
- Lecturer (assistant)
- Meixner, Oliver
- Organisation
- Marketing and Innovation
- Offered in
- Wintersemester 2026/27
- Languages of instruction
- Deutsch
- Content
-
After the presentation of basic concepts in empirical research, selected multivariate procedures (regression analysis, analysis of variance, cluster analysis, ...) and quantitative methods in marketing (conjoint analysis, discrete choice ...) are presented. The students will analyze marketing data (provided by the lecturer) by means of SPSS. Together with one other student, they work out an analysis report (a seminar paper) with regard to a specific marketing topic.
- Previous knowledge expected
-
Basic understanding of statistics.
- Objective (expected results of study and acquired competences)
-
Students should understand and be able to use basic quantitative methods used in economic research with special emphasis of real marketing issues. They will gain an overview over multivariate procedures and are familiar with selected marketing examples. They understand the practical application of empirical data for marketing purposes and are able to apply this knowledge in practice, for instance when conducting their own empirical research (thesis etc.).
You can find more details like the schedule or information about exams on the course-page in BOKUonline.