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. Kellogg’s faculty and doctoral graduates have been among the most influential researchers in the field of marketing. Kellogg faculty actively publishes in the top marketing and business journals, as well as top journals in other disciplines such as economics, psychology, and statistics.
The Kellogg doctoral 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 economics, use data from observational and archival sources and field experiments, and analyze the data using advanced statistical and econometric techniques.
Although many aspects of the Kellogg doctoral program are the same for both consumer behavior and quantitative marketing students, there are some important differences, so we have created separate sections that focus on each.