Institut für Marketing

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Methods in Management

Prof. Dr. Marko Sarstedt, Benjamin Maas


This course will be taught online. More detailed information will be available on LSF and Moodle. Please register for the Moodle course “Methods in Management WS 2021/22”. The access key for this Moodle course will be available on LSF shortly.

Target Group Master students (M.Sc.)
Course Type Lecture, tutorial (in cooperation with Prof. Dr. Schwaiger, Prof. Dr. Leidl, and Prof. Dr. Nasev)
Cycle Winter term
Hours per week 2 (lecture), 2 (tutorial)
Grading Written exam (120 minutes)
Credits 6 ECTS in P1 (Fundamentals in Management) - PSTO 2018
Time/Room See LSF for lecture and tutorial
Contact Person Benjamin Maas

Course Overview

This module deals with the principles, methods, and tools of empirical analysis in business administration. It provides an overview of the key concepts of empirical methods in management research, and introduces selected approaches in greater detail, drawing on real-world examples.
Students will learn to identify suitable approaches to answer business-related questions, as well as to critically assess extant empirical analyses. Students will also learn the principles of various statistical methods. During the tutorials, students will apply these approaches and statistical methods to concrete tasks.
The Institute for Marketing will focus on collecting primary data through surveys and on discussing important choices in survey design. The measurement of unobservable concepts (e.g., brand image, customer satisfaction, and service experience), which is fundamental in behavioral research will be specifically emphasized. Students will also gain an overview of fundamental methods for validating and processing corresponding measures in empirical research.

The course language is English.