advanced methods in consumer research neuromarketing
ethics in consumer research
Schule, Studium & Fach
Universiteit van Amsterdam (UvA)
Business Administration - Consumer Marketing
Consumer Research in Marketing (6314M0373Y)
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Table of Contents
WEEK 1: INTRODUCTION TO (CONSUMER) RESEARCH ......................................................................................2
VIDEO LECTURES: ..............................................................................................................................................2
HUDSON (1988) – ALTERNATIVE WAYS OF SEEKING KNOWLEDGE IN CONSUMER RESEARCH ...............................................6
LYNCH (2012) – KNOWLEDGE CREATION IN CONSUMER RESEARCH: MULTIPLE ROUTES, MULTIPLE CRITERIA ..........................8
WEEK 2: QUALITATIVE RESEARCH METHODS ..................................................................................................10
VIDEO LECTURES: ............................................................................................................................................ 10
GOULDING (2005) - GROUNDED THEORY, ETHNOGRAPHY AND PHENOMENOLOGY ......................................................... 16
KOZINETS (2002) – THE FIELD BEHIND THE SCREEN: USING NETNOGRAPHY FOR MARKETING RESEARCH IN ONLINE COMMUNITIES
................................................................................................................................................................... 19
WEEK 3: QUANTITATIVE RESEARCH METHODS ...............................................................................................21
VIDEO LECTURES: ............................................................................................................................................ 21
SCHWARZ (1999) – SELF-REPORTS: HOW THE QUESTION SHAPE THE ANSWERS ............................................................. 26
WEEK 4: EXPERIMENTS IN CONSUMER RESEARCH ..........................................................................................29
VIDEO LECTURES: ............................................................................................................................................ 29
KOHAVI (2017) – THE SURPRISING POWER OF ONLINE EXPERIMENTS .......................................................................... 33
MORALES (2017) – KEEPING IT REAL IN EXPERIMENTAL RESEARCH: UNDERSTANDING WHEN, WHERE, AND HOW TO ENHANCE
REALISM AND MEASURE CONSUMER BEHAVIOR ...................................................................................................... 35
MCKECHNIE (2012) – EFFECTS OF DISCOUNT FRAMING IN COMPARATIVE PRICE ADVERTISING (NOT EXAM MATERIAL!) ............ 37
SEMINAR 19 NOVEMBER: ANALYSE EXPERIMENT .................................................................................................... 38
WEEK 5: ADVANCES METHODS IN CONSUMER RESEARCH: NEUROMARKETING .............................................41
VIDEO LECTURES: ............................................................................................................................................ 41
HARREL (2019) – NEUROMARKETING: WHAT YOU NEED TO KNOW ............................................................................ 48
PLASSMANN (2015) – CONSUMER NEUROSCIENCE: APPLICATIONS, CHALLENGES, AND POSSIBLE SOLUTIONS ........................ 50
WEEK 6: ETHICS IN (CONSUMER) RESEARCH ...................................................................................................52
VIDEO LECTURES ............................................................................................................................................. 52
JOHN (2012) – MEASURING THE PREVALENCE OF QUESTIONABLE RESEARCH PRACTICES WITH INCENTIVES FOR TRUTH TELLING . 54
MOCK EXAM (ALSO SEE CANVAS): ....................................................................................................................... 56
, Week 1: Introduction to (Consumer) Research
Video Lectures:
Research Fundamentals
Research = systematic process of searching for and gathering information to solve a particular
problem, answer research questions and advance knowledge. Goal is to uncover the objective
truth / nature of reality to solve problems and advanced knowledge. Research is a continuous
process to solve problems better in the future.
“A studious inquiry or examination: especially an investigation or experimentation aimed at
the discovery and interpretation of facts, the revision of accepted theories or laws in the light
of new facts, or the practical application of such new or revised theories or laws”.
Generate theories (statement of concepts and their relationships that shows how and/or why
a phenomenon occurs) à Generate hypotheses (proposition or prediction about a
phenomenon / state of the world) à Collect data (form of research in which one or more
factors are manipulated to see their effect on an outcome).
How can we conduct research?
- Use existing theories to derive hypotheses and test them.
- Create new theories based on observation and inquiry. Ethnography = naturalistic
inquiry (observation, participation, interviews etc.) that has a specific interest in
culture.
Research Paradigms
Paradigm: lens or a way of thinking about the world; provides direction for the researcher,
different ways of thinking about reality.
Research paradigms are characterized by basic assumptions, beliefs, norms, and values. They
determine what we define as truth, how we can obtain this truth, what values guide our truth
and our general research strategy.
1. Ontology = What is the nature of reality? Beliefs about the nature of reality; influences
our perceptions of truth – what we think we can know about reality; characterized by
what is? questions.
Positivist paradigm à Believe in Realism: one objective reality or truth, independent of
context, human behavior is determined. E.g. climate change, gravity
Interpretivist paradigm à Believe in Relativism: Multiple subjective realities or truths, reality
is socially constructed and perceived and evolves with context, human behavior is created
rather than determined. “it depends how you look to the world determines the different
truths”. E.g. culture (subjective interpretations), art (subjective and relative).
2. Epistemology = How can we know about reality? The study of knowledge; determines
how we can know reality (a researcher’s approach to knowledge generation); dictated
by ontological beliefs.
,Positivist paradigm à Generate knowledge by objective measurement, through finding out
regularities and laws, through looking at real causes and real effects and through applying
specific rules for doing science (e.g. falsifiability).
Etic approach = measuring, observing, and recording from the outside
Interpretivist paradigm à Subjective perception; emphasis on meaning, motives or
experiences; is about mutual, simultaneously shaping of cause and effect (not one specific
cause that causes something but it is an interplay).
Emic approach = from the inside (i.e. trying to get knowledge by participating, interacting, co-
creating).
3. Axiology = What is valuable and ethical? Where do values come from? The study of
value; deals with the nature of what is valuable and ethical, what you value or aim for
in your research (i.e. goals).
Positivist paradigm à State that research should be free of value and complete objective;
should be guided by logic and goal: explanation and prediction.
Interpretivist paradigm à State that values (from the researcher) help to co-construct
meaning; research should be guided by intuition and goal: understanding.
4. Methodology = How is research conducted? General research strategy; outlines how
the research is conducted and identifies the methods used. How knowledge is
discovered and analyzed in a systematic way.
Positivist paradigm à Conduct deductive research (look at theories, come up with hypotheses
and deduce it from prior knowledge and prior research and then test it to see whether the
hypotheses can be confirmed/rejected). They use a systematic way of gathering information
and conducting research and they test theories and hypotheses. Mostly this research is
quantitative. E.g. experiments
Interpretivist paradigm à Conduct inductive research (they induce from experiences from co-
created meaning, from collecting data and create theories). Research is emergent (not
systematic and methodology might change throughout the research process). Generating
theories and hypotheses rather than deduct them from prior knowledge. And mostly
qualitative methods. E.g. ethnography
Methodology is not the same as Method:
Methodology = Approaches that guide how data is gathered and analyzed (includes data
gathering methods, research design, setting, subjects, analysis, reporting etc.).
Method = A particular research tool or data-gathering technique (e.g. experiment, interview,
questionnaire). Focus of this course!
,What is consumer research?
“The study of people operating in a consumer role involving acquisition, consumption, and
disposition of marketplace products, services, and experiences. “
Seven premises (Holbrook, 1987):
1. Consumer research studies consumer behavior
2. Consumer behavior entails consumption
3. Consumption = Acquisition, usage, and disposal of products
4. Products = goods, services, events, ideas etc. that provide value for consumer
5. Value = When a goal is achieved or need fulfilled
6. Such achievement leads to consummation (=voltooiing)
7. Consumer research = study of consummation
Consumer research is mainly influenced by three different disciplines:
1. Behavioral economics à e.g. perceptual biases, framing effects, judgment and
decision-making
2. Social & Cognitive psychology à e.g. attitudes, information processing, perception,
self-identity, personality
3. Sociology & Anthropology à e.g. Consumer culture theory
Why do we need consumer research?
Because other fields fail to study all stages of consumption and neglect the unique
circumstances faced in marketing.
• To research unique stimuli (e.g. ads)
• Unique phenomena (e.g. gift giving)
• Unique behavioral outcomes (e.g. WoM, willingness to pay and purchase intention)
• Unique market-force-shaped behaviors (e.g. recycling, crowdfunding)
Goal of contemporary consumer research = To generate theoretical and practical insights into
consumer-relevant issues that are meaningful for researchers, practitioners, policy makers
and consumers alike.
Qualitative versus Quantitative Methods
Quantitative methods (data & statistics) à Mostly with positivist paradigm. Seek to quantify
data through measurement and statistical analysis. Often fixed response/closed ended
questions. structured research designs with little flexibility. Numerical data and numerical
values to responses. Generalization possible: contextual variables are controlled for. E.g. big-
data, experiments, secondary data, survey research.
Samples are probabilistic (convenience sampling, sampling based on quota’s; it is always
important that there is a certain degree representative), large, representative (based on
quotas) and objective (generalization to population).
Qualitative methods (Meaning & Context) à Mostly with interpretivist paradigm
(understanding and interpretation the meaning of data). Seek to provide depth, insight and
understanding. Often open-ended questions. Unstructured, flexible, exploratory-based
research designs. Visual and verbal data. No generalization possible: results are context-
specific. E.g. Interviews, netnography, ethnography, case studies, focus groups.
,Samples are purposive (subjects are recruited for specific purpose), small, information-dense
cases and objective (understanding information-dense cases).
Seminar week 1: Lynch et al. 2012
Deduction = research that starts theories and assumptions first (based on what is already
know).
Non-Deduction = you don’t know what you are looking for; you observe things first (data
collection/findings), looking at relationships between variables and come up with a theory.
Conceptual contribution = Interest in theories
Substantive = context is primary area of interest (specifically interested in a phenomenon).
Constructs: Latent variables used to express theories (variable that we cannot directly
observe). Constructs are building blocks for research.
Theory: A statement of concepts and their interrelationships that shows how and/or why a
phenomenon occurs. (Theories explain why something occurs, assumptions).
Conceptual model: Graphical representation of relationships between different variables (i.e.
constructs and behaviors; graphical representation of theory).
Construct vs. behavior:
Construct = an explanatory or outcome variable that is not directly observable (=latent). E.g.
problem-solving mindsets, extended self, sentimental values, brand love
Behavior = an outcome variable that is directly observable. E.g. acquisition of utilitarian
products, WoM, disposal decisions.
Why do we need constructs?
1. They help to predict events (x à Y): e.g. consumer empowerment (X) increases
willingness to pay (Y).
2. They help to explain events (X à M à Y): e.g. consumer empowerment increases
willingness to pay because of an increase in perceived ownership (M)
, 3. Knowing their interrelationships allows to influence events (^X à ^Y): e.g. if I
empower my customers through co-creation, they will pay more for my product.
4. They allow us to make generalizable claims.
5. They allow us to study things that would otherwise be ignored
6. They can become the source of new research ideas – leads to new knowledge
Three basic ways to create new knowledge:
1. Propose a new relationship between an IV and a DV
2. Propose a mediator and/or moderator
3. Propose a new construct (e.g. new IV, DV, mediator or moderator)
Articles
Hudson (1988) – Alternative Ways of Seeking Knowledge in Consumer
Research
Two different summary labels that refer to general research approaches that differ in their
philosophical assumptions and goals:
Positivism à Adopted from the natural science. Quantitative methods are more common and
gathering knowledge consist of deducting hypotheses (explanations) and testing those by
measuring the reality.
Interpretivism à view that the social world cannot be understood by applying research
principles adopted from the natural sciences. Interpretivists research social phenomena by
making sense of how people interpret the social world! Qualitative methods are more
common and gathering knowledge consist of developing and understanding of phenomena
by investigation and analysis.
Positivism vs Interpretivism
Basic principles Positivism Interpretivism
View of the world: External and objective Socially constructed and
subjective meaning by people
Involvement of researcher: Independent (role of an Part of what is being observed
objective analyst). and interpretation is socially
constructed.
Researcher’s influence: Value-free Driven by human interest
Assumptions
Research/observations are? Objective, quantitative, facts Subjective interpretations of
meanings
How is knowledge developed? Reducing phenomena to the researcher relies on
simple elements representing multiple sources and different
general laws methods to collect information
on the phenomena to detect
explanations beyond the
current knowledge
Usually larger samples Smaller sample sizes
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