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Summary of ALL CONSUMER RESEARCH IN MARKETING VIDEOS
You can pass this course by studying this summary.
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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.
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