סמינר בשיווק

Peter Zubcsek , Tel-Aviv University, the Coller School of Management

Abstract:

Consumer behavior researchers have a wide variety of research methods at their disposal and numerous channels through which to conduct their research. In the first part of my talk, I will develop a typology of research desiderata based on the different types of validity that behavioral research typically seeks. I will then describe existing research channels in terms of these desiderata and compare them to mobile research. I will discuss how mobile research offers considerable promise to achieve highly valid conclusions with a minimum of effort. Furthermore, I will also highlight a few notable perils associated with mobile research, and suggest remedies to them. Throughout my talk, I will also describe and demonstrate a mobile research platform, mLab, that I have been developing for the last few years. I will conclude my talk by outlining some research opportunities related to the mLab platform that I am interested in pursuing in the near future.