Description
This seminar exposes doctoral students to relatively new measurements methods employed in behavioral research, especially in consumer research.
The objective is to help students develop a comprehensive and in-depth understanding of research conducted using quantitative textual analysis and psychophysiological methods. This will help them develop their research skills and allow them to use these promising new methods in their own research. Although most applications will be in consumer research, the methods can be applied in other fileds related to human behavior.
Thèmes couverts
Basic concepts of psychometry and biological measurements.
Textual Analysis : Characteristics of textual analysis and social media.
Sentiment Analysis.
Automated Content Analysis.
Hormonal Measures and Consumption.
Eye-tracking fMRI and EEG in Marketing Research
Facial Emotions and Galvanic Skin Response in Marketing Research.