Customer Behavior Research Methods (2023-FS)

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.