Quantitative Analysis

Module Code
Module Coordinator
  • Prof. Dr. Stefanie Wannow
  • Prof. Dr. Stefanie Wannow
Short Description

Methodology of quantitative statistical analysis and introduction to the statistics software IBM SPSS

Learning Objectives

Participants shall learn to correctly choose and apply different statistical methods for given marketing or business problems and to interpret the statistical results. The students will learn how to use the statistical software package IBM SPSS for the respective analyses.


Descriptive statistics, validity and reliability tests, univariate and bivariate tests of significance, correlation and regression analysis, ANOVA, factor analysis, cluster analysis, discriminant analysis, multidimensional scaling, conjoint analysis.

Method Competence
Social Competence
Self Competence
Duration in Semester
Instruction Language
Total Effort
6.0 CrP; an estimated 6 hours, of which approximately 4 are spent in class.
Weekly School Hours
Method of Instruction

Seminaristischer Unterricht

Requirements for the awarding of Credit Points

end-of-term test (90 min.)

  • Backhaus et al., Multivariate Analysemethoden: Eine anwendungsorientierte Einführung, 13. Aufl., Springer, 2011.
  • Bryman, A., Cramer, D.: Quantitative Data Analysis with IBM SPSS, Routledge 2013.
  • Hair et al.,: Multivariate Data Analysis, 7th ed., Prentice Hall, 2009.
  • Malhotra, N.K.: Marketing Research: An Applied Orientation, Pearson, 6th ed., 2012.
  • Levine, D. M., Krehbiel, T. C., Berenson M. L.: Business Statistics, A First Course, 6th ed., Pearson, 2012.