ORG 7325 - Consumer Behavior

(3 units)

Systematic study of the relationship between the producers (or distributors) and consumers (actual or potential recipients) of goods and services including: consumer preferences for product features, product testing, consumer attitudes and motivation, buying habits and patterns, brand preferences, media research (including the effectiveness of advertisements and commercials), packaging design and features, estimating demand for products or services and the study of the economic expectations of people. Skills will be developed in applying a variety of relevant social science research methodologies (e.g., sampling theory, questionnaire and survey protocol design and execution, individual and group interviewing, stimulus scaling and mathematical model building).
Prerequisites: ORG 7682 May be taken for “ORG 8800 Advanced Seminar in Organizational Studies” credit