research paper

Students are required to submit an individual final project. Each student is expected to perform a retail anthropology research project, an experiential learning project, where students are required to conduct primary research. This research project primarily involves direct observation of a consumer behavior phenomenon in a retail store. The objective of the assignment is to uncover how and why consumers shop at a particular retailer. Students can apply multiple research methodologies, including direct observation, shadowing, and mystery shopping, among others. Retail analysts are increasingly interested in understand “how consumers act and move in store settings” (Morgan & McCabe, 2012). The following website provides more information about this method used by Envirosell, a retail consulting firm: http://www.envirosell.com. Students are expected to conduct at least 5 hours of research at the retail store, interview 5 – 10 shoppers, and observe consumer behavior at the store. Once the data are collected, each student is required to submit a six-page final project (12-point font, 1-inch margin, double-spaced, excluding title page, abstract, reference list, and any appendices). Students should consult secondary research sources to support the claims they are making in the report, including, but not limited to, scholarly journal articles (at least 2), industry reports, popular press coverage, and any other information sources. Students are evaluated on the comprehensiveness of their work, creativity in developing, performing, and reporting the research. Finally, each student is required to submit a one-to-three-minute video summary of his or her experience at the retail store. This assignment is based on Morgan and McCabe (2012).1

Important information For all submissions, please bring a hard copy at the beginning of the class as well as submit a soft copy via DropBox on D2L

Task Due Date Points Proposal FRIDAY: September 15, 2017 by 5 p.m. EST 10 POINTS

FINAL PROJECT DRAFT

Friday: October 20, 2017 by 5 p.m. EST

90 POINTS

Final project DRAFT Document 80 points

DRAFT Video summary 10 points

FINAL PROJECT

Friday: December 1, 2017 by 5 p.m. EST

90 POINTS

Final project Document 80 points

Video summary 10 points

1 Morgan, F. N. & McCabe, D. B. (2012). Learning why we buy: An experiential project for the consumer behavior course. Journal of Marketing Education, 34(2), 140-155.

ADV 375 n FALL 2017 FINAL PROJECT GUIDELINES

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Proposal

You are required to submit a proposal (via DropBox on D2L). The proposal (no more than one page) should include the following information:

g STUDENT INFORMATION: n Student’s first and last names n Student’s PID n Email address n Date of submission

g Project Title: Provide a tentative title for your final project. The title may well change between the proposal and the final project.

g RETAIL STORE: Identify the store in which you would like to perform the retail anthropology. Additionally, provide a brief description of the store (history, location, etc.). You may choose any type of a retail store, including, but not limited to, a grocery store, clothing store, shoe store, restaurant, department store, discount store, bookstore, gift shop, flower shop, contemporary art gallery, etc.

g JUSTIFICATION: Provide a brief justification for why you chose this particular store to research. g RESEARCH METHODOLOGY: Identify (list) and justify the research methods that you will use in your

final project.

GRADING

n Each student is required to submit a complete final draft on the due date (see above). n The TAs and instructor will grade your final draft and post the grade on D2L. This is the

grade you will receive on the final project if you were to disregard our feedback and do no changes whatsoever to you final project.

n To improve the grade you receive on the final project draft, you need to carry out the changes noted by the TA/instructor. Change and improvement in your grade is pertinent on performing satisfactory changes in accordance with the feedback you receive from you TA/instructor.

n In case you decide NOT to submit a revision (e.g., you’re satisfied with the grade you received on the draft), you need to inform your TA of your decision.

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Final project components

Students are required to propose, conduct, and report the results of a primary research project focusing on a retail anthropology, where they attempt to understand who, why, what, how, and when consumers shop at a retail store of their choosing. This is an individual assignment. Each student is required to complete at least 5 hours of primary research at the retail store.

Use APA style for citations and references (consult: http://owl.english.purdue.edu/owl/resource/560/01/).

The final project should be six (6) to 10 pages (double-spaced, 12-pt. font). This page limit excludes the title page, abstract, reference list, and any appendices.

SECTIONS OF THE FINAL PROJECT:

g Title Page: Each project must start with a title page. The title page should including the following information: n Student’s first and last names n Student’s PID n Student’s email address n Date of submission

g ABSTRACT: Provide a brief description of your final project (maximum: 250 words). The description should include the following: (1) overview of the retail store (history, location, type of business, etc.); (2) description of the research method(s) used in the study; (3) major findings from you study and possible implications.

The two previous sections (Title Page & Abstract) are NOT included in the 6-page limit.

g Background: [1 – 1.5 pages] The purpose of this section is to provide an overview of the retail store that you are studying as well as the type of products and/or services they provide. This is the section where you should rely on secondary research and different information sources. Student’s will be evaluated on both the comprehensiveness of this section and the adequacy of secondary research they have conducted to support their claims. n Introduction [1 paragraph]: The introductory paragraph should provide a roadmap of

the entire introduction section. Highlight the major findings from your research on the topic and organize them it into clear themes.

n Industry/company background [1 page]: Provide an overview of the industry in general (e.g., if you’re visiting a grocery store, then you should provide some historical overview of modern day grocery stores in the United States). Additionally, you are required to provide an overview of the particular store you’re visiting. In this regard, a historical overview as well as any background information should be incorporated into this section. For example, you should report when was the store established (if it’s part of a chain, then include information on the overall chain as well as the particular store you’re visiting).

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n Purpose of the paper [1 paragraph]: Provide a comprehensive, yet brief, description of your research study. In this regard, you have to provide clear and narrowed-down research questions that you’ve set out to unravel in your research study.

g Research design & methodology: [1 - 2 pages] In this section, you are expected to provide a comprehensive description of the research methodology(ies) that you’re implementing in your project. It is worth noting that relying on a single method is not deemed satisfactory. You should triangulate with multiple research methods (refer to chapter 16 of the textbook). You may choose any research methods that you would like, including direct observation, shadowing one or more shoppers, in-depth interviews, group interviews (focus groups), surveys, etc. In all cases, each student is required to (A) observe shoppers and (B) conduct face-to-face interviews with 5 – 10 shoppers at the store. Students should record and transcribe each interview and include the transcription in the appendix of this final project. In summary, student should conduct direct observation and interviews and may choose a third research method to accompany the interview approach. n Research Methods: Provide specific details about the research methods you’ve

applied in the study, including the following: § Observation dates and times: provide a table of the times and dates on which

you visited the store. § Data collection methods: observation (required), in-depth interviews (required),

shadowing (optional), mystery shopping (optional), others (optional). § Measurement techniques: Provide relevant information about the measures

you employed during your observation, interviews, and other methods. For example, for interviews, provide an overview of the questions and include your discussion guide as an appendix.

g Store experience: [1.5 – 2 pages] In this section, you are expected to provide findings from your own observations of the store, as well as the interviews you’ve conducted related to the overall experience of the store. More specifically, you should report the following: n Store location description: Provide a description of the store location, including where

is the store located and “where does the retail experience begin for shoppers?” n Transition Zone: “Describe the “entrance” to the store, type of doors, windows, etc.

How does the store handle the transition zone? Describe in detail some of your particular observations of shoppers in this zone.”

n Traffic flow: Describe how shoppers move through the store. Where do they start? Where do they go next? Is there a pattern that varies by type of consumers?

n Crowding: Describe the interior design of the store? What do the aisles look like? How are the products organized?

n Accessibility: Does the store offer means of accessibility for individuals with disabilities (e.g., automatic doors, ramps, accessible restrooms, water fountains, etc.)?

n In-store promotions: What kind of promotions does the store offer to in-store shoppers? How does the store engage consumers throughout the in-store shopping experience? What is the role of new technology in the process of in-store engagement (e.g., social media engagement, mobile marketing, QR codes, apps, etc.)?

n Checkout: Describe and critique the checkout process.

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g Consumers: [1.5 – 2 pages] In this section, provide an overview of the consumers that visit the store and their shopping behaviors and overall consumer behavior experience. More specifically, you should report the following: n Consumer demographics: Who visits the store? Make sure to include times of day for

describing these demographic groups? n Consumer motives: Why do consumers visit this particular store? n Consumer perceptions: How do consumers perceive the store, quality of products,

service quality, and the overall experience of shopping at this store? n Consumer evaluations: What is the consumer’s level of satisfaction? What can the

store do better to satisfy consumers? g Recommendations: [1 page] Provide a set of recommendations to the store based on your own

experience, observations, and interviews to improve the shopping experience at the store. In other words, if you were to be store manager, what changes would you make to the entire shopping experience?

g References (SOURCES): Provide a list of all references used throughout the paper. All references should be cited using the APA style. Minimum of 10 sources required; 2 of which should be scholarly journal articles.

g Appendices: Include any materials that are relevant in additional appendices. Remember to include your interview transcripts.

Types of sources to use

In addition to conducting primary research, you are expected to perform a thorough literature review of the store, industry, and consumer behavior phenomenon you are studying. To do so, consult with scholarly journal articles, industry poll data, news articles, industry report, white papers, and the like.

g At minimum, you should consult with 10 sources and at least 2 of which should be scholarly journal articles. For these 10 sources, you should only rely on credible sources, such as: peer-reviewed journals, reputable industry reports (e.g., Pew, MMA, IAB), and reputable media sources.

n You may include sources from popular blogs (e.g., Mashable, Huffington Post, etc.), however, these will not count toward the required number of sources.

n You CANNOT reference the lectures or the textbook as sources. If there’s something relevant discussed in the lecture, you should find that source and quote it. Any materials discussed in class and included in your project will also NOT count toward the required number of sources.

n You CANNOT use Wikipedia as a source. n Beware of plagiarism.

o You may not use anyone else’s ideas without proper referencing. o When copying verbatim, you need to indicate that you’ve done so by either adding

quotation marks (for quotes less than 40 words) or placing the quote on a separate paragraph (smaller font and indented) if you’re quoting more than 40 words. Even if you provide the source and still fail to put quotation marks or indicate that the quote has been taken verbatim, it will still considered plagiarism.

o When in doubt, ask your TAs and instructor.

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VIDEO SUMMARY

Each student should include a 1-3-minute video summary of his/her experience in the store. This is a user-generated video, and in now way do I expect to produce a professional-looking video. It is required that you appear in the video as you are conducting your data collection. You may include some interviews that you conduct (ensure you ask for permission). This should represent the culmination of your own experience and research study on the particular store.

n You are encouraged to use your mobile device for recording. n You are encouraged to perform minor editing for your video. Apple computers (including

phones and tablets) provide access to iMovie that is generally very user-friendly. There are other editing software on the market that you may also use.

n The video should be saved in “.mp4” format. n DO NOT UPLOAD THE VIDEO TO YOUTUBE OR ANY OTHER PUBLIC WEBSITE. Simply

upload the video file to DropBox.

Grading rubric

Grading of the final project will primarily focus on whether students have followed instructions, applied the concepts from the course correctly, and met the final project’s learning objectives. In no way is the grading based on the student’s perceived effort. This project will be graded based on quality comprehensive, and creativity in reporting the results of the secondary and primary research you are conducting. Following is a description of how each component/section of the final project will be graded.

10 points: Proposal Item Grade Student Information 1 point Project Title 1 point Retail Store 3 points Justification 3 points Research Methodology 2 points

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80 points: Final Project Component Grade General Logistics and Writing: Is the writing professional? Does the author present a project that’s error-free in terms of grammar and spelling? 5 points

Abstract: Does the project include a concise abstract that identifies the store, the research question, methodology, and major findings? 5 points

Background: Did the background section start with a good, informative introduction? Did the author provide a comprehensive overview of the industry and the store? Did the project clearly state the purpose of the research with adequate, concise, and narrowed- down research questions?

10 points

Research Design & Methodology: Did the student provide comprehensive information about observation times and dates, data collection methods, and measurement techniques? Did the student conduct a sufficient number of interviews? Did the student provide enough information to showcase spending enough time in observation at the store?

10 points

Store Experience: Did the student provide good description for the following: store location, transition zone, traffic flow, crowding, accessibility, in-store promotions, and checkout? Did the student integrate research findings (from observations and interviews) into this section?

10 points

Consumers: Did the student provide a satisfactory description of consumer demographics, motives, perceptions, and evaluations of the store? Did the student incorporate research findings into this section?

10 points

Style & Formatting: Did the student commit to the style and formatting guidelines? Does the project include a title page, an abstract, use of APA for in-text citations and reference list citations?

5 points

Sources: Does the student use at least 10 credible sources? Are two (2) of these considered scholarly journal articles? 5 points

Creativity: Is the work creative? Has it been done before or is it original? 10 points Overall quality: 10 points

TOTAL 80

10 points: Video summary Component Grade Creativity: Was the video creative? 2 points Information Quality: Did the video present content in a way that is easily understandable by the viewer? 4 points

Comprehensiveness: Does the video cover the major idea of the project? 4 points TOTAL 10 points