Marketing-Seminar für empirische wirtschaftswissenschaftliche Forschungsprojekte

Students are able to approach an empirical Business science research project in a structured way. They can translate a practically relevant issue into a feasible research question. One focus is on questions of marketing, innovation and entrepreneurship. Students have mastered systematic literature search and research, how to build conceptual models, set up empirical studies, analyse the data, and write scientific texts and theses in the social sciences. Students can work with various tools, such as Google Scholar (or other literature data bases), ChatGPT (or other large language models), Zotero (or other citation software), JASP (or other data analysis software).

• Short presentation: research question (ca. 5 minutes, max. 3 slides/1poster) with feedback (Milestone 1: 10%)
• Short presentation: conceptual model (1 figure on a slide/poster) with feedback (Milestone 2: 20%)
• Written introduction (2-3 pages + literature table), group exercise for feedback generation (Milestone 3: 30%)
• Presentation: research design (ca. 10 min, 5-7 slides, generating variance, measurement, planned analysis) with feedback (Milestone 4: 40%)

• Script/slides
• Excercises
• Literature recommendations in seminar
• How-to-write-a-thesis guide at the Marketing Chair

There are three variants to take this seminar: (1) Students take the seminar for credits; they receive a topic to work on during the seminar (2) Students take the seminar for credits; they develop an own thesis topic during the seminar, in preparation for their final thesis (3) Students take the seminar while working on their final thesis at the Marketing Chair

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