Summary
Summary of ALL CONSUMER RESEARCH IN MARKETING VIDEOS
- Course
- Institution
You can pass this course by studying this summary.
[Show more]
Seller
Follow
elineowusu
Content preview
CONSUMER RESEARCH IN MARKETING,Table of Contents
Week 1 ............................................................................................................................. 4
Plato’s Allegory of the Cave ...................................................................................................... 4
Knowledge clip 1: Research Fundamentals................................................................................ 4
Knowledge clip 2: Research Paradigms ..................................................................................... 6
Knowledge clip 3: What is Consumer Research? ........................................................................ 9
Knowledge clip 4: Quantitative vs. Qualitative Methods ......................................................... 11
WEEK 2........................................................................................................................... 13
Knowledge clip 1: The Nature of Qualitative Methods ............................................................. 13
Knowledge clip 2: Methodology – Grounded Theory & Phenomenology .................................. 14
Knowledge clip 3: Ethnography & Netnography ...................................................................... 16
Knowledge clip 4: Interviews .................................................................................................. 17
Knowledge clip 5: Focus Groups & Other Qualitative Methods ................................................ 18
Reading Material WEEK 2 ............................................................................................... 20
Grounded theory, ethnography and phenomenology, A comparative analysis of three
qualitative strategies for marketing research (Goulding 2005). ................................................ 20
WEEK 3........................................................................................................................... 20
Knowledge clip 1: The Nature of Quantitative Methods .......................................................... 20
Knowledge clip 2: Operationalization & Measurement ............................................................ 21
Knowledge clip 3: Self-Reports & Measurement bias............................................................... 24
Knowledge clip 4: Response & Sampling Bias .......................................................................... 30
Knowledge clip 5: Popular Methods – Surveys, Web Scraping & Secondary Data ..................... 33
WEEK 4........................................................................................................................... 35
Knowledge clip 1: Introduction to Experiments ....................................................................... 35
Knowledge clip 2: Variable & Operationalization .................................................................... 37
Knowledge clip 3: Experimental Research Designs .................................................................. 40
Knowledge clip 4: Internal, External & Ecological Validity ........................................................ 42
WEEK 5........................................................................................................................... 44
Knowledge clip 1: What is Neuromarketing? ........................................................................... 44
Knowledge clip 2: Main Measures in Neuromarketing ............................................................. 47
Knowledge clip 3: Toolbox I - Eye-Tracking .............................................................................. 50
Knowledge clip 4: Toolbox II - Other Physiological Measures ................................................... 53
Knowledge clip 5: A Little Bit About the Brain ......................................................................... 54
Knowledge clip 6: Toolbox III: FMRI & EEG .............................................................................. 55
WEEK 6........................................................................................................................... 57
,Knowledge clip 1: Ethics Towards Participants ........................................................................ 57
Knowledge clip 2: Research Integrity ...................................................................................... 59
, Week 1
Plato’s Allegory of the Cave
➔ Most people are not just comfortable in their ignorance but hostile against those
disrupting order.
➔ Will you break free to struggle towards the light even if it costs you your friends or
family or stick with comfortable and familiar illusions. Truth or habit? Light or
shadow?
Knowledge clip 1: Research Fundamentals
What is research?
Research: gathering information to solve a particular problem.
➔ A systematic process of collecting information to solve some kind of research
problem and to update knowledge that has been proven wrong.
➔ Research tries to uncover the objective truth, the objective nature of reality.
Why do we conduct research?
➔ To solve problems and advance knowledge
For example, the way we eat, exercise, raise children is based on research.
➔ Research is a continuous process, should be updated.
Systematic research consists of three steps
1. Research question: a question that can be answered by conducting a research study.
You can come up with a research question through observation, prior research,
professional literature, ask peers.
2. Collect data
3. Analyse data
Example research project
Imagine you are a hotel director and you want to become more sustainable over the next
years -> most guests do not reuse their towels (observation) which is bad for preserving
water resources and energy resources -> research question: how can I increase towel reuse
in my hotel?
Generate theories – why do my guests not reuse their towels?
-> lack of awareness
-> Social norm to request a new one
Theory => a statement of concepts and their interrelationships that shows how and/or why
a phenomenon occurs.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller elineowusu. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.90. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
53340 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now