CONSUMER RESEARCH IN MARKETING
SUMMARY
,Consumer Research
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
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Science, 23(5), 524-532.
