856021 Introduction to human behaviors and choice analysis

Semester hours
Lecturer (assistant)
Susilo, Yusak , Rossolov, Oleksandr
Offered in
Sommersemester 2024
Languages of instruction


The course is designed to introduce students to different methods to conduct behavior analysis and how to predict consumers’ choices in the given market conditions. The course is open for all students from all disciplines.
The course gives a brief overview of different types of behavioral modeling and will go more detailed on human choice analysis, in particular on 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 choice situations providing the basic skill and knowledge acquisition to plan and conduct our 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 the concept of the behavior-related studies of his/her own choice;
•Differentiate different philosophies underlying human behavior analysis;
•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 are 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.