040501 VO Foundations of Marketing: Data Analysis for Marketing Decisions (MA) (2022W)

Sound knowledge of statistics and data analysis is an essential requirement for marketing research and managerial decision-making – more than one would expect! The present course discusses (a) key concepts of statistics and statistical inference (e.g., NHST, Type I and II error, confidence intervals) and (b) different methods of data analysis (e.g., t-test, χ2 test, ANOVA, regression analysis) in a series of lectures that combine theory, illustrative examples, and hands-on exercises. The course is not tied to a any specific statistical software (IBM SPSS software is only used for demonstration). Rather it focuses on the logic, the implementation, and the interpretation of statistical data analysis in general – regardless of the program used. Students who successfully complete DAMD will be equipped with the ability to effectively carry out data analysis projects in their later academic and professional career.

The sessions involve theory discussions accompanied by practical examples and hands-on exercises. Lectures primarily provide background knowledge in understanding the theory and logic behind the statistical techniques and then illustrate how to interpret quantitative data analytic methods. Note that successful completion of DAMD depends greatly on whether students systematically review the class material.