The Behavioural Lab at Lee Kong Chian School of Business
Lee Kong Chian School of Business at Singapore Management University
The Behavioural Lab
The Behavioural Lab, a 3,000 square feet facility, is dedicated to academic behavioural research and is currently under the charge of the Marketing Faculty of the Lee Kong Chian School of Business. It has proven to be a very critical and useful resource for faculty whose research involves human subjects, providing both the space and the equipment crucial to such research. The type of research conducted in the Lab runs the gamut from investigations into the psychological processes involved in memory, consumer surveys, to studies in decision theory. The Lab is partitioned into five separate spaces, with each optimised for different data collection methods. For instance, one of these spaces consists of computer-equipped and sound-insulated cubicles that are ideal for experiments which involve individual subjects or those for which precision is required in measuring subjects’ response times. The Lab also has a space equipped for conducting focus group studies, comprising two rooms adjoined by a one-way mirror as well as the necessary audio equipment to allow observers to observe focus group discussions. The remaining spaces in the Lab can be utilised for pen-and-paper studies and computer-administered studies. In all, it has a dozen computers and equipment for video, audio and slide presentations.
Software and application developers, lab technicians, and research associates work closely with faculty to prepare and run experiments in this state-of-the-art lab.