Otto-von-Guericke-Universität Magdeburg


Advanced Marketing Research (21163)

Building on the module “Marketing Methods and Analysis”, this course provides an application-oriented introduction to more advanced and sophisticated marketing research methods. Therefore, students should have sound knowledge of statistics. Over the years, researchers and practitioners have used these methods for a wide variety of applications, such as product development, market segmentation, and determining the optimal marketing mix. These same techniques are also very useful for other types of business (and non-business) problems. In addition to the introduction of methods, special attention will be paid to questions surrounding the measurement of complex phenomena such as brand image or customer satisfaction. Participants will learn about the fundamental concepts of the methods in a two-day seminar (attendance is compulsory) at the beginning of the semester, followed by a written open-book exam. In the second part of the course, students will engage in group work to prepare a written research report on a marketing-related business problem.



Prof. Dr. Marko Sarstedt
M. Sc. Michael Canty
M. Sc. Susanne Adler


The final open-book exam will be on November 21st, 2018!

Please register for the exam only from 12.11.2018 until 19.11.2018 via LSF.
The registration is neccessary and mandatory. It is not possible to register at another time.

In order to be able to determine the number of course participants, we kindly ask you to fill in the application form provided at the end of this page by 05.11.2018.

PLS-SEM a primer Hair, J. F.; Hult, G. T. M.; Ringle, C. M.; Sarstedt, M. (2017)
Partial Least Squares Structural Equation Modeling: A Primer. Second Edition. Sage: CA.
A Concise Guide Sarstedt, M.; Mooi, E. (2019)
A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Third Edition, Berlin: Springer Berlin.
Brief Schedule


Lecturer Time   Room

Prof. Dr. Marko Sarstedt

09:00 – 11:00
13:00 – 19:00

Prof. Dr. Marko Sarstedt

09:00 – ca. 17:00

Important Note: Due to the unexpected large amount of enrollments for this course, the lecture block dates are held simultaneously in multiple rooms! Prof. Dr. Sarstedt will host the event in the video conference room G26.1-010, while a livestream will be provided in the other rooms. Students attending the lecture in room 203 on monday are kindly advised to change to room 362 for the second part at 1 p.m.


Lecturer Time   Room

     M. Sc. Michael Canty
     M. Sc. Susanne Adler

07:30 - 09:00 am   G22A-013

The first tutorial will be on November 1st, 2018!


Application form

Letzte Änderung: 30.10.2018 - Contact Person: Webmaster
Contact person

Questions to:

Michael Canty

Important Note