Objectives and competences
This course is designed to familiarize the students with various research methods and techniques and their implementation in customer research process.
Content (Syllabus outline)
1. Introduction
2. The purpose of customer behavior research
3. The field of customer research
4. Metodology of customer behavior research
- Qualitative and quantitative approach
- Unidimensional and multidimensional analysis
5. Applying research:
- Observing
- Questioning
o Interview
o Focus group
o Survey
o Projective tests
- Experiment
Learning and teaching methods
- Interactive lectures,
- Research project,
- Active team work.
Intended learning outcomes - knowledge and understanding
1. Upon completing their obligations, the student will be capable of understanding, planning, and executing all phases of the research process in the field of consumer behavior.
2. They will know how to plan research, carry out data collection, conduct an analysis of the collected data, and present the results in the field of consumer behavior research (PILO 2a, PILO 2c).
3. The student will understand ethical dilemmas in the process of researching consumer behavior and master a proactive approach in solving these dilemmas in collaboration with others (PILO 3b, PILO 4a).
4. The student will be able to conduct observations (PILO 1a, PILO 3c).
5. The student will be able to conduct an interview (PILO 1a, PILO 3c).
6. The student will be able to conduct a focus group (PILO 1a, PILO 3c).
7. The student will be able to conduct a survey (PILO 1a, PILO 3c).
8. The student will be able to conduct a basic experiment (PILO 1a, PILO 3c).
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme.
Intended learning outcomes - transferable/key skills and other attributes
1. Upon completing their obligations, the student will be capable of understanding, planning, and executing all phases of the research process in the field of consumer behavior.
2. They will know how to plan research, carry out data collection, conduct an analysis of the collected data, and present the results in the field of consumer behavior research (PILO 2a, PILO 2c).
3. The student will understand ethical dilemmas in the process of researching consumer behavior and master a proactive approach in solving these dilemmas in collaboration with others (PILO 3b, PILO 4a).
4. The student will be able to conduct observations (PILO 1a, PILO 3c).
5. The student will be able to conduct an interview (PILO 1a, PILO 3c).
6. The student will be able to conduct a focus group (PILO 1a, PILO 3c).
7. The student will be able to conduct a survey (PILO 1a, PILO 3c).
8. The student will be able to conduct a basic experiment (PILO 1a, PILO 3c).
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme.
Readings
Temeljna literatura
1. Mumel D. (2001). Vedenje porabnikov. EPF, Maribor
2. Solomon M.R., Hogg M.K., Askegaaard S., Bamosy G., ,. (2019). Consumer behaviour: A European percpective. Pearson Education limited.
Dodatna literatura
1. Fowler F.J. (1995). Improving Survey Questions. SAGE, London
2. Krueger R.A. (1994). Focus groups: A practical Guide for Applied research. SAGE, London.
3. Kumar R. (2019). Research Methodology. SAGE, London
4. Kvale S. (1996). InterViews. SAGE, London
5. Sapsford R. (1999). Survey research. SAGE, London
6. Zubin S., Blythe J. (2019). Consumer Behaviour. SAGE, London
Additional information on implementation and assessment - Research project
- PPT and Oral Presentation
Research project - students prepare a research assignment throughout the semester, which they present at the end of the semester by preparing a PowerPoint (PPT) and a group presentation of the research findings, and defend the assignment.
PPT and Oral Presentation - Group members prepare and present a PPT on the content of the research assignment
