CC 503: Empirical Methods: Business Analytics I

Theoretical foundations of empirical research. Statistical foundations of empirical research (key summary statistics, important theoretical probability distributions, hypothesis testing methodology, and key test statistics). Introduction to qualitative empirical research. Introduction to experimental empirical research. Introduction to survey-based empirical research. Introduction to empirical research based on secondary data.

Learning outcomes
Participants understand the epistemological possibilities and limitations of empirical research in the domain of business administration. Participants are capable of describing a dataset using appropriate summary statistics and test simple hypotheses about the structure of the data. Participants know the general approach to conducting qualitative studies, experimental studies, survey-based studies, and studies based on secondary data. Participants understand fundamental methods for analyzing causal relations­hips (particularly ANOVA and analysis of regression). They can correctly interpret results from these methods.

Necessary prerequisites
Not taken CC 502

Recommended prerequisites

Forms of teaching and learningContact hoursIndependent study time
Lecture2 SWS9 SWS
Exercise class1 SWS5 SWS
ECTS Credits6
Form of assessmentWritten exam (90 min.)
Restricted Admissionno
Further information
Performing lecturer
Prof. Dr. Arnd Vomberg
Prof. Dr. Arnd Vomberg
OfferingSpring semester & fall semester
Duration of module 1 semester
Range of applicationM.Sc. MMM, M.Sc. WiPäd, MAKUWI
Preliminary course work
Program-specific Competency GoalsCG 1
Graded yes
  • Homburg, Ch., Klarmann, M., Vomberg, A. (2021), Handbook of Market Research,–3-319–05542-8 (online resource)
  • Iacobucci, D., Churchill, G.A. (2010), Marketing Research: Methodological Foundations, 10th edition, Mason, Ohio.
  • Taylor, S. (2007), Business Statistics for Non-Mathematicians, 2nd edition, Houndmills.
  • Zikmund, W. G., Babin, B. J., Carr, J. C., Griffin, M. (2010), Business Research Methods, 8th edition, Mason.
Course outline1. Introduction: Fundamentals of scientific theory
2. Statistics: Basics and hypothesis testing
3. Fundamentals of experimental research
  • Fundamentals
  • Collection of experimental data
  • Analysis of experimental data (analysis of variance)
4. Fundamentals of survey research
  • Fundamentals
  • Questionnaire design
  • Data collection
  • Measurement
  • Bivariate regression analysis
  • Multivariate regression analysis
5. Fundamentals of secondary data research
6. Fundamentals of qualitative research