Advanced Data Driven Decision Making 2025-26

The goal of this course is to provide students with in-depth knowledge of select multivariate analysis techniques. It builds on the knowledge acquired in a basic marketing research course. Students will not only be introduced to relevant multivariate analysis techniques but also to typical marketing problems in which these techniques are applied to support managerial decision making. In the first session an overview of market research, the research process and how to translate a business decision problem into a market research problem will be covered. In the next session general principles of measurement will be discussed and measurement is linked to company goals and strategies through the balanced score card.  In the remainder of the lecture the following multivariate analysis techniques will be covered: exploratory factor analysis, confirmatory factor analysis, structural equation models, partial least squares and conjoint analysis.

Most of the multivariate analysis techniques covered will be applied in case studies to help support real marketing decision problems. Students thereby acquire hands-on knowledge on how to apply these techniques.

The skills covered in the course are not only applicable to marketing problems but to any type of empirical research problems. These skills are important in case you want to pursue a career in marketing, consulting, or if you want to pursue a Ph.D.