856021 Introduction to human behaviors and choice analysis

Semester hours
Lecturer (assistant)
Offered in
Sommersemester 2023
Languages of instruction


The course is designed to briefly introduce students to methods to conduct the behavior analysis and predict the consumers in the market conditions.
The course gives a brief overview of discrete choice modeling based on random utility maximization theory.
In particular, in the course we will consider an application of the econometrics theory in the field of the choice situations providing the basic skill and knowledge acquisition to plan and conduct own behavioral study.

Previous knowledge expected

No specific prerequisites, but an interest in marketing research is preferable.
Basic understanding of econometrics would be preferable.

Objective (expected results of study and acquired competences)

After finishing the course, the student shall be able to:
•Develop concept of the behavior related studies,
•Formalize alternative utilities perceived by consumers to reveal the trade-off conditions in terms of quality and cost of the product,
•Develop choice sets and conduct the marketing survey,
•Evaluate the market shares based on behavioral study,
•Summarize the behavioral studies results and predict the market shares change due to the marked specific conditions.

The above criteria, expressed through active participation in class sessions and trial survey conduction.
You can find more details like the schedule or information about exams on the course-page in BOKUonline.