Market Research II: Structural Equation Modeling (Marktforschung II - Strukturgleichungsmodellierung)



Semester: Summer Semester 2022 (Alternating with Univ.-Prof. Dr. Popp)
Study programs: Business Administration Master, Digital Business Administration Master, Business and Law Master, Business Education Master
Scope: 2 SWS/3 CPs
Exam: written exam (1 hour)
Location: on 13 June 2022 in building C3 1 - seminar room 3.01; on 14 June 2022 in building C3 1 - seminar room 0.01; on 15 June 2022 in building C3 1 - seminar room 3.01
Time: 13 June 2022 to 15 June 2022, each: 10:00a.m. - 18:00p.m.
Contact: richard.betzold(at)
Registration by e-mail
Limited number of participants: 20




This course is intended for master's and doctoral students who plan to conduct research in empirical business administration (e.g., marketing or organizational behavior) and related disciplines (e.g., psychology).

One of the essential tasks of empirical economics is to formulate and test theories to explain latent, not obviously discernible, relationships.

In order to implement these tasks, it is necessary to first theoretically substantiate (conceptualize) the respective underlying facts and, building on this, to make them empirically measurable (operationalize) before the actual investigation can be carried out. The latter is realized in particular with the help of structural equation models.

Structural equation modeling is a common method within business administration specifically used to statistically investigate business issues within complex research models. This course provides an overview of the fundamentals of structural equation modeling. This includes the conception of a suitable research question, the transformation of the research question into a structural equation model to be statistically validated, and the subsequent statistical analysis and evaluation of the structural equation model using common statistical programs.



Lecture notes




  • Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Richter, N. F., & Hauff, S. (2017). Partial Least Squares Strukturgleichungsmodellierung: Eine anwendungsorientierte Einführung. Vahlen.
  • Huber, F., Herrmann, A., Meyer, F., Vogel, J., & Vollhardt, K. (2008). Kausalmodellierung mit partial least squares: eine anwendungsorientierte einführung. Springer-Verlag.
  • Klandt, H., & Heidenreich, S. (2017). Empirische Forschungsmethoden in der Betriebswirtschaftslehre: von der Forschungsfrage zum Untersuchungsdesign, eine Einführung. Walter de Gruyter GmbH & Co KG.