The department's research focuses cover a wide range of areas of marketing research. These include business-to-consumer markets, business-to-business markets, digitalization, marketing and business analytics.
Our department's research projects deal with problems that are both highly relevant to science and of great importance to companies. We theoretically and empirically answer research questions using state-of-the-art methodological approaches. These include classic quantitative and qualitative survey techniques, observations, text mining, experiments and the analysis of secondary data from companies (e.g. sales data) or service providers (e.g. panel data). Particularly noteworthy is the marketing laboratory located at the department, where extensive experiments (e.g. using eye tracking) are carried out. Based on this information, it is possible to simulate and predict the behaviour of people and companies and ultimately optimize marketing decisions.
As part of its research, our department cooperates with leading marketing scientists from Europe, North America, Asia and Australia.