Short CV

2015 –

Research Fellow at the Institute of Human Resource Management and Organizations

2011 – 2015

Doctoral Student and Research Fellow at the University of Hamburg

2009 – 2010

Semester Abroad: Institute of Technology Tralee, Co. Kerry, Ireland

2005 – 2011

Hamburg University, University Degree in Business Administration with a Major in Industrial Management, Marketing and Public Finance

Diploma Thesis: "Discrete Choice Modeling - Methode und betriebswirtschaftliche Anwendung"

Teaching (Contact)

  • Quantitative Research Methods

Dissertation Project

Understanding consumer needs is a crucial factor in developing and designing successful new products. Discrete choice experiments (DCEs) are widely used to measure consumer preferences. Commonly used discrete choice model analyses (e.g., probit, logit and multinomial models) draw on the estimation of importance weights that apply to different attribute levels. But directly estimating the importance weights of the attributes as a whole, rather than of distinct attribute levels, is challenging. This research project substantiates the usefulness of partial least squares structural equation modeling (PLS-SEM) for the analysis of stated preference data generated through choice experiments in discrete choice modeling.

Fields of Research

  • Discrete Choice Modeling
  • PLS Path Modeling Methods
  • Multivariate Analysis Techniques
  • Marketing Research

Publications and Conferences

Fischer, A., Lichters, M. & Gudergan, S.P. (2022). PLS-SEM based discrete choice modeling an illustration in modeling hospital choice with latent class segmentation. 2022 International Conference on Partial Least Squares Structural Equation Modeling (PLS2022), Babes-Bolyai University, Cluj-Napoca, Romania.

Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial Least Squares Structural Equation Modeling-based Discrete Choice Modeling: An Illustration in Modeling Retailer Choice. Business Research, 12, 115-140.

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