MARK6013 Consumer Insights

3 Units of Credit

Search Degrees

Find a degree or course

This course outline is currently unavailable. Please visit our archives to view previous course outlines.

This course is designed to review theories of consumer behavior and provide an advanced-level treatment of qualitative research techniques. We look at ways to understand the psychology of consumption as well as the cultural dimension of consumption practices. We follow this review of consumer behavior theories with research methods that are typically covered in the front-end of market research projects, whose second-stage is a quantitative survey focus groups, interviews, customer visits and ethnography and interpretive approaches.