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This course provides marketing students with an in-depth understanding of consumer behaviour principles and of marketing research process and practice. Students explore why consumers make certain purchase decisions, why they pay attention to some marketing stimuli and not others, and how their personal attributes, self-perception, surroundings, social and cultural influences impact their choices. Students also learn the research process, sample selection and design, data collection procedures, analyses and interpretation of data. Theoretical course content is supplemented by a major research project, which immerses the student in the application of marketing research skills in order to explore elements of consumer behaviour in practice through secondary and primary research.