| Learning objectives |
To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors:
- display an understanding of the theories of consumer
behaviour
- be able to use methods of quantitative consumer research
(including sampling methods, data collection methods and
statistical data analysis methods)
- design and conduct a quantitative consumer research
project
- evaluate consumer research projects regarding its strengths and
weaknesses of all its parts (i.e. theoretical foundation, sampling,
data collection, data analysis, & discussion of results)
- present and interpret quantitative research in a clear and
comprehensive way following academic standards
- reflect on ethical considerations related to quantitative
consumer research processes
|
| Examination |
|
Consumer
Insight and Behavioral Studies:
|
| Exam
ECTS |
15 |
| Examination form |
Oral exam based on written product
In order to participate in the oral exam, the written product
must be handed in before the oral exam; by the set deadline. The
grade is based on an overall assessment of the written product and
the individual oral performance, see also the rules about
examination forms in the programme regulations. |
| Individual or group exam |
Individual oral exam based on written group
product |
| Number of people in the group |
2-5 |
| Size of written product |
Max. 25 pages |
| Assignment type |
Report |
| Duration |
Written product to be submitted on specified date and
time.
15 min. per student, including examiners' discussion of grade,
and informing plus explaining the grade |
| Grading scale |
7-point grading scale |
| Examiner(s) |
Internal examiner and second internal
examiner |
| Exam period |
Winter |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
If the examination grade is at 00 or
below, a substantial project revision must be undertaken prior to
re-submission. To facilitate this, within eight days after the oral
examination, the examiners submit a 1-page written report on the
project, outlining ways to improve it.
Reexamination when the regular examination is failed by one group
member, is a 15 minutes individual oral exam based upon the same
project. Same rules apply for sickness of individual group members
during the oral exam.
|
|
| Course content, structure and pedagogical
approach |
|
This course in Consumer Insights and Behavioural Studies
combines three main learning elements: (1) the course provides
students an advanced understanding of how consumers behave by
introducing the most relevant theories of consumer behaviour; (2)
it gives an overview of essential quantitative research methods to
study this behavior; and (3) it provides students with experience
in applying the theories and methods, i.e. students conduct their
own consumer research project as part of this course.
The course will introduce new perspectives on human behaviour
from the fields of behavioural economics, consumer
behaviour, and psychology. Beyond these theoretical
advancements, the course will provide students the ability to
conduct consumer research by providing students with a profound
understanding of the entire research process and introduce the most
important research methods focusing on a quantitative approach
(i.e. surveys and experiments and the respective sampling and data
analysis methods). In practical sessions, students will learn to
apply the methods of consumer research (sampling, data collection,
and data analysis) to specific research problems. Students will
apply these capabilities in a student-driven research project.
Guided by the teachers, students will formulate their research
questions to generate novel insights through research, propose a
research design to study the problem, and draw conclusions
based on the project’s results. The course will also enable
students to conduct responsible research by providing students with
an overview of relevant ethical considerations surrounding consumer
research. Students will become acquainted with documenting their
research process and clearly describing their results and
methodology in a written report as well as in an oral exam. Through
group projects and assignments, students will gain additional
skills in team work.
|
| Description of the teaching methods |
| Aiming to provide students with the capability to
conduct consumer research on their own, this course combines
(limited) on campus and online lectures, practical workshops,
assignments and blended learning elements. For the exam, students
will write a research report. Reports are usually written in groups
of 3-4 students and require students to organize, plan and
coordinate a consumer research project as a team. This includes the
formulation of a research question, conducting a literature review,
selection of a theoretical framework, developing a research design,
collecting and analyzing data, and academic write up of the results
and their discussion. The report and oral presentation will require
students to summarize and interpret their findings and distill
novel insights and knowledge gained from their own research
inquiry. |
| Feedback during the teaching period |
| The course will have group assignments in
preparation of 3 x 20 minute group supervision sessions with a
lecturer. Additional feedback is provided through blended learning
elements. |
| Student workload |
| Lectures + Workshops (on-campus, online/pre-recorded) |
70 hours |
| Assignments + Supervision |
45 hours |
| Report writing + Exam preparation |
140 hours |
| Background research and reading |
157 hours |
|
| Further Information |
|
Bemærk: Udbydes første gang Efterår 2020
|
| Expected literature |
|
To be announced.
|
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