MARK6013 Consumer Insights

3 Units of Credit

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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.