Applied Marketing Research

The general topic of the presentation is “The Application of Multivariate Data Analysis Methods in…” an industry of your choice.
Industries could be:
– Tourism/ hospitality – Automotive – Retailing – Banking – Aviation – Sports – … and many more!

You should systematically review relevant academic journals to identify applications of multivariate data analysis techniques in the selected field. Based on this systematic review you should analyze how intensely these analysis techniques are used, which methods are typically used in the industry to which extent, why these methods are used and what the benefit of this kind of analysis is in the industry.

Methods for Data Analysis:
Uni-variate : Inferential (or)
Bi-variate : Descriptive or Inferential.

Elements of the Presentation:
(1) Literature review: systematic review of relevant, academic journal articles
(2) Evaluation of the relevant academic journal articles (quantitative and qualitative)
(3) Illustration of one example/ one application of a multivariate data analysis technique in an easy to understand way tailored towards your audience.

(“Annotated” presentation: comprehensive use of notes pages in PowerPoint incl. comments on the content of the slide, naming of concepts/ methods applied, indication of references used for the specific slide)

Grading
Grading of the annotated presentation will be based on

 Clarity of objectives

 Structure of the presentation

 Analysis approach

 Reasoning/ critical assessment of findings and interpretation  Understanding of methodologies/ approaches

 Quality of sources

 Format/Layout

 Interaction in the discussion.

NO plagiarism.