Quantitative Market Research III
Announcement:
In the fall semester 2012, the course "Quantitative Market Research III" for MA students is organized as a seminar. The seminar is held by our senior research associate Dr. Markus Meierer. The seminar is called "Social Customer Relationship Management" and provides an introduction to how social media can be integrated with customer relationship management (CRM) strategies. The course is structured as a workshop. Instead of the final exam, students will have to do practical work and to provide a final documentation of the process. The seminar gives 3 ECTS credits. Seminar: Social Customer Relationship Management
(lecture)
"Much of what characterizes good research is the ability to anticipate, and neutralize with data, potential criticisms of conclusions."
N. Cliff
Abstract:
This course aims to deepen student’s knowledge about research problems in marketing and consumer research by discussing latest marketing research modeling techniques. In particular, the fall lecture provides an introduction in basic and advanced structural equation modeling techniques using the Mplus software. Specific topics include confirmatory factor analysis, structural equation modeling, multi-group comparisons, latent variable interaction modeling, multilevel and longitudinal structural equation modeling.
Type:
Lecture
Target Audience:
Master students, assigned to “Wahlpflichtbereich BWL 4”
Frequency:
each fall semester
APS/ECTS-points:
3
Work load statement:
| Part | Workload | Total Time |
| Course attendance | 2 lectures à 45min per week | 21h |
| Literature study | 3h per week, 14 weeks | 42h |
| Preparation exam | In non-semester time | 28h |
| Total | 91h |
Maximum number of students:
(limited only by room size)
Content:
Practical introduction into understanding, applying, interpreting and documenting structural equation models by using Mplus 6.
Language:
English
Literature:
Kline, Rex B. (2005): Principles and Practice of Structural Equation Modeling. New York.
Brown, Timothy A. (2006): Confirmatory Factor Analysis for Applied Research. London.
Muthén, Linda K. and Bengt O. Muthén (2007), Mplus User's Guide (5 ed.). Los Angeles: Muthén & Muthén.
Additional literature will be given in class.
Prerequisites:
Recommended: Statistics, Empirical Research Methods, Quantitative Market Research I & II.
Access:
Join our courses and make up your mind if you want to participate. Then officially register using the “Buchungstool” and the registration tools at the University of Zurich.
Grading:
Participation, exercices, written exam.
Dates:
Lectures: Mondays, 14.00-16.00.
Exam: tba.
Location:
Lectures: tba.
Exam: tba.
Further information:
- www.market-research.uzh.ch
- blackboard Marketing, Plattenstrasse 14, 4th floor
- Before you’ll come to our class, please visit http://www.statmodel.com and take care that you have successfully installed Mplus 5 Student Version onto your personal laptop.
Registration:
Don’t forget to officially register yourself using the registration tools at the University of Zurich.
Note:
This information in the syllabus supports the official information in the electronic university calendar (VVZ – Vorlesungsverzeichnis). In cases of doubt, the official information at the VVZ is valid.
Syllabus:
