Marketing Seminars 2023-2024

This talk addresses the emerging intersection between Quantitative and
Consumer Behavior research in marketing, emphasizing the role of big

data accessed through noncoding and other, simple, retrieval methods.

It aims to demonstrate how CB researchers can enrich their analyses with

empirical data derived from digital sources without the need for extensive

coding skills. The session will highlight case studies exemplifying potential

Quant-CB collaborations, underscoring the practicalities and advantages

of utilizing online data in behavioral studies. Attendees will be introduced

to accessible tools for big data retrieval and analysis, fostering a 

synergistic approach in marketing research that leverages the strengths  

of both Quant.and CB methodologies.