Consumer Marketing Research
Aims
- acquire knowledge of the main research methods for studying and understanding consumer behaviour
- be able to analyse and interpret consumer research data, collected in experiments and in surveys
Information
In this course, students will familiarize themselves with the main marketing research approaches for understanding consumer behaviour. Students will acquire knowledge on: (1) how to accurately measure and analyse consumers’ preferences, attitudes and choices, and (2) how marketing variables (such as product benefits, assortments, advertisements and retail environments) affect consumer behaviour. The course introduces the main methods for analysing consumer behaviour (e.g. structured and unstructured observations, experiments and survey research), and focuses on the design and analysis of experiments and surveys
Assessment
Mixed form(100%)
Group case study (2x10%), Group assignments (2x15%), individual closed-book exam (50%)
Materials
- Malhotra, N.K. & Birks, D.F. (2008), Marketing Research: An applied approach. Pearson Education, 3rd European edition. (recommended, but not compulsory)
- Class slides and research papers to be announced on Blackboard in due time.
2017/2018
