Otto-von-Guericke-Universität Magdeburg


Research Methodology

Research Methodology

With the increasing need to understand the perceptions and behaviors of consumers, so has the need to advance the methodological toolkit to explore corresponding effects. Our research in the field of Research Methodology focuses on the development of new and evaluation of existing data analysis techniques to further our understanding of consumer behavior. Special research interest is geared toward partial least squares structural equation modeling (PLS-SEM), a method for analyzing complex inter-relationships between observed and latent variables, which has gained vast prominence in business research and practice. As part of our research activities, we also explore aspects related to data quality such as the measurement of abstract concepts (e.g., consumer attitudes) and the use of conjoint analysis. Recent research topics include the following:


Selected Publications

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Letzte Änderung: 22.05.2018 - Contact Person: Webmaster