Course Catalog and Schedule
Research Philosophies in Marketing and Consumer Behavior (MKTG-542-0)
This course will enhance students’ ability to understand the philosophical assumptions underlying research methods in marketing and consumer behavior. The first half of the course focuses on consumer behavior from a methodological perspective with the focus being on the broader, more fundamental issues of what should be the goal of consumer research, and what good theory looks like, and how research can be applied. The second half of the course focuses on a particular research tradition in marketing and consumer behavior that will not only to introduce students to an important research tradition in marketing, but also to do so using the analytic frameworks offered during the first half of the course.
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Research Philosophies in Marketing and Consumer Behavior (formerly MKTG-520-3)
Calder, Bobby; Sternthal, Brian
Thu 2:00 PM - 5:00 PM
Kellogg School of Management
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