Our program at Northwestern University offers two different tracks in training Marketing scholars: a consumer behavior (sometimes called “CB”) track, and a quantitative marketing (sometimes called “Quant”) track. Both tracks focus on understanding the impact of marketing activity on consumers and firms. However, they differ in terms of the theories and methods used to analyze data. Consumer behavior researchers tend to focus on psychological aspects of a consumer’s…

Our program at Northwestern University offers two different tracks in training Marketing scholars: a consumer behavior (sometimes called “CB”) track, and a quantitative marketing (sometimes called “Quant”) track. Both tracks focus on understanding the impact of marketing activity on consumers and firms. However, they differ in terms of the theories and methods used to analyze data. Consumer behavior researchers tend to focus on psychological aspects of a consumer’s…