Contemporary approaches to modelling the consumer

Keeling, Debbie Isobel (2018) Contemporary approaches to modelling the consumer. In: Hackett, Paul (ed.) Quantitative research methods in consumer psychology: contemporary and data driven approaches. Routledge, New York. ISBN 9781138182721

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Modelling is an exciting area of consumer psychology, with application to many problems and contexts. We have covered the founding principles and objectives of the modelling process, which have remained largely unchanged over the course of time. What has changed are the constant innovations in methodologies (especially analyses) and software development that keep pushing the boundaries of modelling. These developments have given rise to some interesting opportunities to work in multidisciplinary teams (especially around exploiting big data in a meaningful way) and to the opening up of new and innovative areas of research in understanding the consumer.

Item Type: Book Section
Schools and Departments: University of Sussex Business School > Strategy and Marketing
Subjects: B Philosophy. Psychology. Religion > BF Psychology
B Philosophy. Psychology. Religion > BF Psychology > BF0636 Applied psychology
Q Science > QZ Psychology
Depositing User: Debbie Keeling
Date Deposited: 13 Jun 2018 11:53
Last Modified: 11 Jun 2020 01:00

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