A summary of the materials discussed in the lectures of Consumer Research in Marketing (Master Business Administration). All 6 weeks of materials are covered. On the first pages you will find an overview of the materials that were selected for this course in my year and some info on the exam.
Exam
- 3 to 4 open ended questions with sub-questions
- About knowledge clips, readings, and discussions in class
- 2-hour take-home
Table of contents
Exam relevant reading list ................................................................................................................................ 2
Week 1: Introduction to consumer research..................................................................................................... 3
Research Paradigms ...................................................................................................................................... 3
Consumer Research....................................................................................................................................... 3
Qualitative vs Quantitative Methods ............................................................................................................ 4
Knowledge Creation ...................................................................................................................................... 4
Week 2: Qualitative Research ........................................................................................................................... 5
Qualitative Research ..................................................................................................................................... 5
Grounded Theory & Phenomenology methodology ..................................................................................... 5
Ethnography & Netnography methodology .................................................................................................. 6
Interviews method ........................................................................................................................................ 7
Focus Groups & Other qualitative methods .................................................................................................. 7
Week 3: Quantitative Research ........................................................................................................................ 8
Operationalization & Measurement ............................................................................................................. 8
Self-reports & measurement bias ................................................................................................................. 9
Response and Sampling Bias ......................................................................................................................... 9
Surveys, Web Scraping & Secondary Data .................................................................................................. 10
Week 4: Experiments in Consumer Research .................................................................................................. 12
Introduction to Experimentation ................................................................................................................ 12
Variables & Operationalization ................................................................................................................... 12
Experimental Designs .................................................................................................................................. 12
Internal, External & Ecological Validity ....................................................................................................... 13
Analyzing Experiments ................................................................................................................................ 13
Week 5: Advanced Methods in Consumer Research: Neuromarketing ......................................................... 14
What is Neuromarketing ............................................................................................................................. 14
Interesting Measures in Neuromarketing ................................................................................................... 15
Toolbox 1 – Eye-Tracking............................................................................................................................. 15
Toolbox 2 – Other Physiological Measures ................................................................................................. 16
A Little Bit About the Brain.......................................................................................................................... 16
Toolbox 3: Neuroimaging – FMRI & EEG ..................................................................................................... 18
Week 6: Ethics in Consumer Research ............................................................................................................ 19
Ethics Towards Participants & Society ........................................................................................................ 19
Research Integrity ....................................................................................................................................... 19
, Exam relevant reading list
W1 Hudson, L. A., & Ozanne, J. L. (1988). Alternative ways of seeking knowledge in
consumer research. Journal of Consumer Research, 14(4), 508-521.
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W1 Lynch Jr, J. G., Alba, J. W., Krishna, A., Morwitz, V. G., & Gürhan-Canli, Z. (2012).
Knowledge creation in consumer research: Multiple routes, multiple
Sem criteria. Journal of Consumer Psychology, 22(4), 473-485.
W2 Goulding, C. (2005). Grounded theory, ethnography and phenomenology: A
comparative analysis of three qualitative strategies for marketing
Lec research. European Journal of Marketing, 39(3/4), 294-308
W2 Kozinets, R. V. (2002). The field behind the screen: Using netnography for
marketing research in online communities. Journal of Marketing Research, 39(1),
Sem 61-72
W3 Schwarz, N. (1999). Self-reports: How the questions shape the answers. American
Psychologist, 54(2), 93-105
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W4 Kohavi, R., & Thomke, S. H. (2017). The surprising power of online
experiments. Harvard Business Review, 95 (5), 74–82
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W4 Morales, A. C., Amir, O., & Lee, L. (2017). Keeping it real in experimental
research—Understanding when, where, and how to enhance realism and measure
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consumer behavior. Journal of Consumer Research, 44 (2), 465-476.
W5 Harel, E. (2019). Neuromarketing: What You Need to Know. Retrieved from:
https://hbr.org/2019/01/neuromarketing-what-you-need-to-know.
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W5 Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer
neuroscience: applications, challenges, and possible solutions. Journal of
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Marketing Research, 52(4), 427-435.
W6 John, L. K., Loewenstein, G., & Prelec, D. (2012). Measuring the prevalence of
questionable research practices with incentives for truth telling. Psychological
Lec
Science, 23(5), 524-532.
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