The module provides a comprehensive overview of the various methods used to study
consumer behavior, including both qualitative and quantitative approaches. The module
discusses the advantages and disadvantages of methods such as focus groups, in-depth
interviews, surveys, and randomized control trials. In particular, the module provides the
fundamentals of designing and conducting surveys, including choosing the right survey
format, creating effective questions, and managing response bias in addition to analyzing
survey data using statistical techniques. By the end of the module, participants will have
a solid understanding of the various methods for studying consumer behavior, and will
be able to use surveys in their own research.
- ZHAW Teacher: Kremena Bachmann (W Dozentin)
