Research activity

A distinguishing characteristic of the Chair is its quantitative orientation and emphasis on fundamental research in the fields of research methodology and measurement. This ensures the application of the most recent theoretical concepts and methods in both academic and business-sponsored research projects. Major emphasis is placed on building and maintaining collaborative links with external academic, professional and industrial partners. The Chair’s research capabilities are reflected in:

  • Publications in top-tier academic journals from various disciplines such as Journal of Marketing Research, Journal of the Academy of Marketing Science, MIS Quarterly, Organizational Research Methods, Long Range Planning, Journal of World Business and Journal of Business Research.
  • Authorships of text books on Partial Least Squares, marketing research and research methodology.
  • Guest editorships of leading journals (e.g., Journal of Brand Management, Journal of Marketing Theory & Practice, Advances in International Marketing and Long Range Planning).
  • Collaborations with reknown researchers such as Adamantios Diamantopoulos (University of Vienna), Joe F. Hair, Jr. (University of South Alabama), Edward E. Rigdon (Georgia State University).
  • Presentations at international conferences.
  • Active involvement in international research societies such as the Academy of Marketing Science.
  • Further research partners and projects can be found here.



  Research Methodology Data Quality Branding Consumer Insight

Research Methodology

With the increasing need to understand the perceptions and behaviors of consumers, so has the need to advance the methodological toolkit to explore corresponding effects. The field Research Methodology deals with the evaluation of existing and development of new techniques to model relationships between concepts which are not directly observed and which therefore may not have one clear empirical expression. Special research interest is geared toward Partial Least Squares Structural Equation Modeling (PLS-SEM), which has gained vast prominence in business research and practice. Specifically, recent studies deal with the use of PLS-SEM in different disciplines (e.g., marketing, strategic management, and management information systems) and the development of methods to treat (unobserved) heterogeneity.

PLS-SEM - An insight by Prof. Dr. Marko Sarstedt:

Sarstedt LT

Selected publications on research methodology:

  • Sharma, P. N., Sarstedt, M., Shmueli, G., Kim, K. H., & Thiele, K. O. (2019). "PLS-Based Model Selection: The Role of Alternative Explanations in Information Systems Research." Journal of the Association for Information Systems, forthcoming.
  • Franke, G.; Sarstedt, M. (2018). "Heuristics versus statistics in discriminant validity testing: A comparison of four procedures,“ Internet Research, forthcoming.
  • Khan, G.; Sarstedt, M.; Shiau, W. L.; Hair, J.; Ringle, C. and Fritze, M. (2018). “Methodological Research on Partial Least Squares Structural Equation Modeling (PLS-SEM): A Social Network Analysis,” Internet Research, forthcoming.
  • Hair, J. F.; Hult, G. T. M.; Ringle, C. M.; Sarstedt, M.; Thiele, K. O. (2017)
    "Mirror, Mirror on the Wall: A Comparative Evaluation of Composite-Based Structural Equation Modeling Methods". Journal of the Academy of Marketing Science, 45 (5), 616-632.
  • Henseler, J.; Ringle, C. M.; Sarstedt, M. (2016)
    "Testing Measurement Invariance of Composites Using Partial Least Squares."International Marketing Review, 33 (3), 405-431.
Data Quality

Following the notion that any analysis can only be as good as the data it is based on, the research field Data Quality explores fundamental issues in the measurement of consumer attitudes and intentions. Areas of interest include the comparison of multi and single-item measures for measuring unobservable phenomena such as attitudes toward advertisements and brands, purchase intentions or customer satisfaction. Other projects deal with theoretical and empirical comparisons of existing measurement approaches, for instance corporate reputation or time perception.

Selected publications on data quality:

  • Salzberger, T.; Sarstedt, M.; Diamantopoulos, A. (2016) "Measurement in the Social Sciences: Where C-OAR-SE Delivers and Where It Does Not." European Journal of Marketing, 50 (11), 1942-1952.
  • Sarstedt, M.; Diamantopoulos, A.; Salzberger, T. (2016) "Should We Use Single Items? Better Not." Journal of Business Research, 69 (8), 3199-3203.
  • Sarstedt, M.; Diamantopoulos, A.; Salzberger, T.; Baumgartner, P. (2016) "Selecting Single Items to Measure Doubly-Concrete Constructs: A Cautionary Tale." Journal of Business Research, 69 (8), 3159-3167.
  • Schlägel, C.; Sarstedt, M. (2016) "Assessing the Measurement Invariance of the Four-Dimensional Cultural Intelligence Scale across Countries: A Composite Model Approach." European Management Journal, 34 (6), 633-649.
  • Kuppelwieser, V.; Sarstedt, M. (2014)
    "Applying the Future Time Perspective Scale to Advertising Research." International Journal of Advertising, 33 (1), 113-136.
Consumer Insights

Customers are at the heart of marketing. However, engaging in customer orientation requires managers to develop a thorough understanding of customers’ varying needs and wants. Studies in the research field Consumer Insights aim at generating knowledge about customers, their preferences the mechanisms that trigger certain behaviors. Special attention is paid to an analysis of the influence of product alternatives to purchasing decisions (context effects).

The Compromise Effect - An insight by Prof. Dr. Marko Sarstedt:

Sarstedt Compromise Effect



Selected publications on consumer insights:

  • Lichters, M.; Bengart, P.; Sarstedt, M.; Vogt, B. (2017)
    "What Really Matters in Attraction Effect Research: When Choices Have Economic Consequences." Marketing Letters, 28(1), 127-138.
  • Sarstedt, M.; Neubert, D.; Barth, K. (2017)
    "The IKEA Effect. A Conceptual Replication." Journal of Marketing Behavior, 2(4), 307-312.
  • Lichters, M.; Brunnlieb, C.; Nave, G.; Sarstedt, M.; Vogt, B. (2016)
    "The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect." Journal of Marketing Research, 53 (2), 183-198. Link
  • Lichters, M.; Sarstedt, M.; Vogt, B. (2015)
    "On the Practical Relevance of the Attraction Effect: A Cautionary Note and Guidelines for Context Effect Experiments." AMS Review, 5 (1-2), 1-19.


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