literature review
orangepink
Week1Plenary1_Studentcopy.pptx1
Welcome!
Introduction
Course Admin
Aims of course/learning objectives
Assessments and due dates
Office hours and course schedule
What is market research?
What is Consumer Behaviour?
Types of research
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Plenary 1 Learning Outcomes
LO1: Understand the purpose and structure of BUSMGT 752
LO2: Understand the requirements of the four assignments in this course
LO3: Define consumer behaviour and its multiple influences
LO4: Define Market Research and its function
LO5: Understand the importance of Market Research
LO6: Understand the different types of research
LO7: Understand how consumer behaviour affects marketing strategy
Qualitative
Quantitative
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Readings
All the course readings are under the reading list for each week
Readings should be conducted BEFORE each session and relate to the content of that session
Knowledge of readings will be assessed throughout the course
Required readings are expected to be read prior to each plenary
Extra readings are not expected to be read; however they may help your learning, provide deeper understanding or be used for assessments.
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Week 1 Readings
Arnould, E. J., & Thompson, C. J. (2005). Reflections Twenty Years of Research. Journal of Consumer Research, 31(4), 868–882. https://doi.org/10.1086/426626
Stephens, D. L. (2021). Consumer Research Methods. Essentials of Consumer Behavior, 2016, 28–40. https://doi.org/10.4324/9781315762623-9
Malhotra, N. K. (2012). Defining the Marketing Research Problem and Developing an Approach. In Basic Marketing Research: Integration of Social Media (4th ed., pp. 47–79). Pearson Education.
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In BUSMGT 752 we will learn about…
Individual consumers (internal influences)
How consumers decide to consume
How consumers perceive, learn, and memorise
How consumers are motivated, how personality affects consumption, and how emotions influence consumption
How consumers form attitudes and change them
Groups of consumers (external influences)
Grouping consumers by demographics,
psychographics, and social class and how these factors influence them
How reference groups influence consumers
How culture affects consumption
How anti-consumption influences consumers and business
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Consumer behaviour
Consumer behaviour (CB) is a discipline that deals with how and why consumers purchase/do not purchase goods and services.
Emerged in the 1960s and draws from many related fields (e.g., psychology, sociology, anthropology, economics).
Overall model of CB
Multiple influences on CB
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Consumer behaviour: Overall model
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Consumer behaviour: Influences
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CCT research is fundamentally concerned with the cultural meanings, socio-historic influences, and social dynamics that shape consumer experiences and identities in the myriad messy contexts of everyday life.
Consumer Culture Theory
“Phenomenon” (noun)
A fact or situation that is observed to exist or happen, especially one whose cause or explanation is in question. [Google dictionary]
Translation:
Anything that consumers do.
What is a ‘consumer phenomenon’?
Pick something that people/humans do that you find interesting and
curious. Then, take a consumption perspective on that behaviour—that is the ‘consumer phenomenon’. Try and be as narrow and specific as possible.
What are some interesting or curious things that people do these days?
Consumer phenomena
“Phenomenon” (noun)
A fact or situation that is observed to exist or happen, especially one whose cause or explanation is in question. [Google dictionary]
Translation:
Anything that consumers do.
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CB is product-person-situation specific
Consumer influences drive marketing decisions
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Lifestyle drives consumer decisions and choices
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Strategies must be data driven
We use the information we have and collect to drive our strategies and decisions.
Poor marketing decisions come from opinion, not fact
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Importance of knowing our consumers: A case study
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Case Study: New Coke
In the early 80s Coca-Cola was losing market share to its biggest competitor, Pepsi
Coke's lead had dropped from a better than two to one margin to a mere 4.9 percent lead by 1984
In supermarkets, Coke was now trailing by 1.7 percent
Coke was clearly in danger of becoming the Number-Two soft drink
Source: Bastedo and Davis (1993)
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Where did New Coke go wrong?
Take a few minutes to discuss with your neighbour where Coca Cola went wrong in launching New Coke
What do you think?
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Definition of Marketing Research
Marketing research is the systematic and objective …
identification,
collection,
analysis,
dissemination, and
use of information
for the purpose of improving decision making related to the …
identification and
solution of problems and opportunities in marketing
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Types of Marketing research
Marketing research can be classified in many ways. Three common classifications are …
Problem Identification vs
Problem Solving Research
Qualitative vs Quantitative Research
Primary vs Secondary Research
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Problem Identification vs
Problem Solving Research
Problem Identification Research
Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research
Problem Solving Research
Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research
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Problem Identification vs
Problem Solving Research
Marketing Research
Problem- Identification Research
Market Potential Research
Market Share Research
Image Research
Market Characteristics Research
Forecasting Research
Business Trends Research
Problem-
Solving
Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
Reference notes only
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Qualitative vs Quantitative Research
Quantitative Research
Research that collects information that can be represented numerically
Quantitative market research approaches include: experimentation, observation and surveys
Samples need to be large enough to have statistical accuracy
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Qualitative vs Quantitative Research
Qualitative Research
Research intended to obtain rich, deep and detailed information
Qualitative research looks to identify the attitudes, underlying motivations and emotions that underlie behaviours (why things happen)
Qualitative research techniques include interviews, focus groups, projective, associative and other indirect questioning techniques
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Primary vs Secondary Research
Primary Research
Research collected specifically for the current market research project
Secondary Research
Research originally gathered or recorded for some purpose other than to address the current market research problem, information that is already available
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Commissioning Marketing Research
How do you commission MR?
Often, not always, two key documents get the ball rolling
MR brief
Written by client
Outlines the situation and MDP and may suggest MR approaches
Specifies “deliverables”
MR proposal
Written by supplier
Outlines the suggested approach, timing of project, staff and cost
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Qualitative vs Quantitative
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Overview of Research Designs
Research Design
Exploratory Research
Causal Research
Conclusive Research
Descriptive Research
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Overview of Research Designs
| Exploratory | Conclusive | |
| Objective | To provide insights and understanding. | To test specific hypotheses and examine relationships. |
| Characteristics | Information needed is defined only loosely. | Information needed is clearly defined. |
| Research process is flexible and unstructured. | Research process is formal and structured. | |
| Sample is small and non representative. | Sample is large and representative. | |
| Data analysis is typically qualitative. | Data analysis is typically quantitative. | |
| Findings | Tentative. | Conclusive. |
| Outcome | Generally followed by further exploratory or conclusive research. | Findings used as input into decision making. |
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Overview of Research Designs
Research Designs
Typically Qualitative Research
E.g. Case studies, secondary data (qualitative), qualitative research (such as focus groups, in-depth interviews).
Exploratory Research
Discovery of ideas and insights
Typically Quantitative Research
E.g. Secondary data (quantitative), Surveys, Observational and other data.
Some – Clarification Needed
Descriptive Research
Frequency of occurrence OR describing some characteristic(s)
Quantitative Research
E.g. Experiments
Quite a lot – confirmation needed
Casual research
Inferring cause and effect
Amount of Information
Research Design
Information Sought
Limited – Ideas Needed
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Overview of Research Designs
Research Designs
Typically Qualitative Research
E.g. Case studies, secondary data (qualitative), qualitative research (such as focus groups, in-depth interviews).
Exploratory Research
Discovery of ideas and insights
Typically Quantitative Research
E.g. Secondary data (quantitative), Surveys, Observational and other data.
Some – Clarification Needed
Descriptive Research
Frequency of occurrence OR describing some characteristic(s)
Quantitative Research
E.g. Experiments
Quite a lot – confirmation needed
Casual research
Inferring cause and effect
Amount of Information
Research Design
Information Sought
Limited – Ideas Needed
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