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2010/2011  KAN-CM_J43  Testing ideas of consumption – experimental approaches to consumer behaviour and marketing

English Title
Testing ideas of consumption – experimental approaches to consumer behaviour and marketing

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Full Degree Master
Duration One Semester
Course Period Spring
Time Table Please see course schedule at e-Campus
Max. participants 30
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
Thomas Ramsøy - tra.marktg@cbs.dkSecretary Yvonne Bjørkov - yb.marktg@cbs.dk
Main Category of the Course
  • Marketing

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
The learning objectives of this course are that students are able to:

• design and develop an experimental study
• formalise testable hypotheses
• collect and analyse experimental data
• collect and review relevant literature pertaining to the subject of choice
• relate and compare own findings to existing literature

in general:
• acquire knowledge on experimental design
• reflect on relevant theories and models within the area
• structure and analyse experimental data
• draw conclusions from this analysis and discuss their implications and limitations for consumer behaviour and marketing
Students should have some background in one or more of the following areas: marketing, communication, advertising, consumer behaviour, marketing research, or the like.
Exam Period May/June
Exam form: Individual Project exam with experimental data (home assignment, 10-15 pages)
Exam aids: All
Prerequisites for Attending the Exam
Course Content

Experimental studies are important aspects of consumer behaviour and marketing. Deliberate training in both theoretical and practical training in conducting such research is therefore needed. This course seeks to train the student in experimental conduct. This will include formal and practical training in the steps ranging from the forming of ideas and formalizing testable hypotheses, to designing experimental studies, collection and analysis of data, to discussing the results and limitations of the study.

The student will formalise his/her own hypothesis, design a study, collect and analyse behavioural data, and present the results in a paper. The course will, if desired, allow students to collect data from the DNRG SenseLab. The student will learn about different experimental designs, pitfalls when collecting data, issues of validity, and we will go through examples of studies with different experimental designs.


Abdi et al. (2009) Experimental Design & Analysis for Psychology. Oxford University Press