Nine graduate credits in marketing required. Alternative methodological approaches for marketing research are also explored at a conceptual level. Methods for doing integrative research reviews are also covered. Six hours of graduate statistics required. This course applies current psychological, social psychological, sociological, communication, and economic theories and research to the study of buyer behavior phenomena.
Emphasis is placed on recent research findings and methodologies in buyer behavior.
Special purpose methods such as conjoint analysis, multidimensional scaling, cluster analysis, and recent methodological developments also will be covered.