Marketplace Behavior and Survey Methods

4 credits

This course provides an overview of consumer behavior and best practices of measurement: introduction of foundational principles of judgement and decision-making in marketing, psychology, behavioral economics; and the application of this knowledge to design effective surveys and questionnaires for market research on attitudes, preferences, and behavior. Topics include prospect theory, decision heuristics, tactics for measuring willingness-to-pay, and applied business methods such as conjoint analysis.