Northwestern University

The Kellogg Marketing doctoral program provides rigorous training in the skills required for success as a world-class marketing researcher. This is achieved via coursework, close collaboration with faculty, and intellectual exchange in a department known for its research culture.
Our program 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 decision-making process and analyze data collected through laboratory studies and field experiments. Quantitative marketing researchers often draw on theories of behavior from related social sciences (e.g., economics, psychology, sociology), use data from observational and archival sources and field experiments, and analyze the data using advanced statistical and econometric techniques.

Consumer Behavior
This program provides training in all the skills and perspectives necessary for success as a researcher in marketing and consumer behavior. Our program provides a unique emphasis on the fundamental building blocks of theory and how best to advance scientific knowledge via a principled, systematic approach. Students not only learn extant theories but work extensively in designing and refining cutting-edge conceptual tools. Students also gain deep experience in the identification, development, and implementation of research ideas that advance theory and practice. We empower our doctoral students to become the theoretical and empirical thought leaders of tomorrow.