Consumer Research
Course Information
| Module: | Consumer Judgment and Decision Making & Consumer Research |
| Course Number: | 14202632 |
| Contact Person: | Prof. Dr. Sören Köcher |
| Credits: | 4 contact hours per week / 10 ECTS (combined with Consumer Judgment and Decision Making) |
| Course Format: | Lecture with exercises |
| Language: | Englisch |
| Examination: | Written exam (plus optional project work as part of the Consumer Judgment and Decision Making seminar) |
| Time and Location: | Wednesdays, 4:00–6:00 p.m. (c.t.), C 2 |
| Start Date: | Joint kickoff session on Wednesday, November 5, at 4:00 p.m. in Room C 2 |
Important Note: This course must be taken together with Consumer Judgment and Decision Making.
Course Description
Consumer research examines how individuals process and use information about products and services to form judgments and make decisions. The Consumer Research course provides students with insights into the study of consumer behavior. Its main objective is to convey fundamental concepts and methods of consumer research, with a particular focus on experimental research design and analysis. The lecture covers: (1) an introduction to consumer research, (2) classical research approaches, (3) emerging research approaches, and (4) online research methods. In the accompanying exercise sessions, students deepen and apply the knowledge and skills acquired in the lecture.
The course provides participants with advanced knowledge of key methods and tools in consumer research. Students will gain an understanding of the relevance of consumer research for business practice, develop a solid grasp of the most common research methods in the field, receive hands-on insights into designing, conducting, and analyzing consumer research studies, and learn to critically evaluate research projects.
Registration and Course Materials
- Registration — and, if applicable, seat allocation — takes place exclusively via PORTA. Please make sure to register in time for the courses you wish to attend.
- All course materials are provided through the University of Trier’s Stud.IP platform. Once you have registered for the course in PORTA, your Stud.IP registration will be processed automatically.
