Kursussøgning, efter- og videreuddannelse – Københavns Universitet

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Kursussøgning, efter- og videreuddannelse

Food Consumer Research

Practical information
Study year 2016/2017
Block 1
Programme level Full Degree Master
Course responsibles
  • Armando Perez-Cueto (4-637265674268717166306d7730666d)
  • Bodil Helene Allesen-Holm (4-646a636a4268717166306d7730666d)
  • Department of Food Science
Course number: NFOK16000U

Course content

An introduction to food consumer research as a scientific discipline that deals in a multi-disciplinary way with the determinants of consumers' food choices, such as sensory aspects of food, culture, health & nutrition, prices, food-related attitudes, knowledge, values and beliefs.

The importance of product cues will be presented. Students will be introduced to the theories of food choice, including the dual process (reasoned vs automatic) in decision making, and how to practically implement them in food consumer research. Study design for quantitative and qualitative data collection methods will be presented.

Quantitative methods include the design of questionnaires and their application online, visual data analysis, instrumental measurements, etc. Qualitative methods refer to focus groups, delphi, in-depth interviews, life story, etc. Appropriate analysis methods will be given for each of the methods, such as statistics and text analysis. The course will focus on solving practical problems related to consumers using mixed methods approach.

Learning outcome

The course aims at teaching the students the basic principles of food consumer research.


  • Students will understand the main determinants of food consumption and their interrelation
  • Students will acquire knowledge of the different theories of food consumer behaviour
  • Students will obtain knowledge of food-related qualitative and quantitative data collection methods
  • Students will gain knowledge on the appropriate methods for data analysis (quantitative and qualitative)



  • Students will be able to understand and apply theories of consumer behaviour around food issues.
  • Students will be able to design multidisciplinary questionnaires and using IT for administration
  • Students will be able to apply different theoretical perspectives for data collection and analysis
  • Students will be able to apply principles of experimental design and statistical evaluation of consumer information
  • Students will be able to segment consumers by their socio-economic status, their attitudes, values, knowledge, hedonic responses to foods, liking of food products, etc.



  • Students will be able to provide evidence based advice to the industry, the public sector and the societal actors regarding the relevant consumer segments
  • Students will be able to study consumer behaviour in relation to food taking into account individual characteristics.
  • Students will be able to handle data following the ethical standards of Denmark and Europe
  • Students should be able to collaborate and contribute effectively in team work

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MSc Programme in Food Innovation and Health


Study Board of Food, Human Nutrition and Sports

Course type

Single subject courses (day)


1 block


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Teaching and learning methods

Lectures, practical exercises and group work. Theoretical concepts and methods are taught in lectures. Examples of hypothetical consumer or sensory problems are worked out in exercises during lecture time. Examples of applications of food consumer research are illustrated with recent scientific papers. Problem-based group work will enable students to apply and/or to reflect on the course’s theories and methods in a practical challenge.


No limitation




See Absalon for specific course literature.

For the data analysis in this course you need a laptop with Windows based operating system.


Category Hours
Lectures 50
Preparation 68
Exam 2
Project work 50
Theory exercises 30
Colloquia 6
English 206


Type of assessment

Written examination, 2 hours under invigilation
Multiple choice questionnaire.


All aids allowed

Marking scale

7-point grading scale

Criteria for exam assessment

Cf. Learning Outcome

Censorship form

No external censorship
More than one internal examiner.


Same as ordinary. Possibility to re-submit the challenge two weeks before the re-examination.
If 10 or fewer register for the re-examination the examination form will be oral. The oral exam will be 20 minutes in the course curriculum, no preparation time.

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