Springe direkt zu Inhalt

Empirical Research Methods

Alfred Kuss


Learning Objectives

Nowadays empirical research methods are essential in management and marketing research. These methods are also fundamental to a variety of applications of practitioners. The purpose of the course is to provide students with the most common research methods that should enable them to comprehend and evaluate studies (scientific as well as practical) that apply these methods. Furthermore, a basic knowledge, as well as an overview, of diff erent methods provides a basis for the application of these methods should they be required.


Foundations of scientific theories in management and marketing research. Further topics in the course are: study design; foundations of sampling; interview techniques; measurement; reliability and validity of qualitative and quantitative data; foundations and applications of experimental studies; content analysis; foundations of inference statistics (estimation, tests); analysis of variance; regression analysis; and overview of multivariate statistics. Prior knowledge from a basic course on “statistics for social science” is required.


Forms of Teaching and Learning Classroom Presence in Hours Forms of Active Participation Workload in Hours


3 per semester week

exercises, two short papers, short presentation

Attendance 45

Preparation/wrap-up 30

Exercises 15

Short papers 20

Short presentation 10

Preparation for exam 30

Language German

Total Workload 150 hours

Duration of Module 1 semester

Frequency of Module Off ering Fall semester

Prerequisites none

Forms of Teaching and Learning Tests Credit Points Mandatory Participation

Exam 120 min.

Short paper 2.000 words

Oral presentation 20 min.









Credit Points 5