Learning Outcomes:
After successful completion of this module, students are able to explain the significance of psychological market research and its role in understanding consumer behavior, their unconscious desires, needs and motives. They understand how research methods can be used to identify which opinions, perceptions and stereotypes consumers typically associate with products, brands and companies They are conversant with various qualitative and quantitative psychological research methods and have in-depth insights beyond the modules covering statistics and psychological research methods. Successful participants are skilled in a rich repertoire of methods, concepts and instruments as well as relevant ethical reasoning skills which they can use to design and conduct market research independently. They can design interviews and questionnaires for market research purposes, and critically reflect the various methods and evaluate their advantages and disadvantages according to quality criteria and legal regulations.