Marketing research

Marketing Research

Dr Elisa Paz

[email protected]

Evaluation

Midterm exam (40%): Week 7, in class.

Final research paper (60%): Week 13, through Turnitin – in pairs, start thinking and send me a profesional, complete email with details (course, names, purpose).

DEADLINE: THIS WEEK!

Uploaded to Moodle (quick review)

Course structure (flexible, any updates will be shared). Note: WS = Workshop

W CONTENT

1 Introduction to marketing research, marketing review, types of research and key concepts. Marketing research case.

2 Topic choice, preliminary research, research request and research design: well-designed projects. Case: analyzing the design.

3 WS: Data management. Review of literature: what has been said? Finding reliable sources. Citations and references.

4 BIW (we do not have our regular teaching session)

5 WS: Research questions and hypotheses in your Project. Theory: qualitative/quantitative/mixed methods. Case: methods

6 Review session and practice for the exam.

7 Midterm Exam: in-class (40%)

8 Qualitative/quantitative/mixed methods. Types of samples. Case:TBC.

9 WS: Online resources, avoiding misinformation, using AI in marketing research.

10 WS: Presenting your results and visualization of data: explaining what you found, trying Tableau and other forms of data visualization.

11 Wrapping up your paper: conclusion, confirming/rejecting hypotheses, writing a good introduction.

12 WS: Presenting your research: tips, practice and reviewing your peers’ skills in class.

13 Final assignment support session and submission (60%)

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Today: workshop

Getting familiar with the topic

You should have the pairs for the final this week – this is the first of several workshops

Please let me know who you’ll be working with. If not clear, for today’s session I will provide you with a provisional topic.

…essence of research

…relevance

…marketing dynamics

…preliminary exploration

We have discussed…

Time to become experts in our topic

This is essential!!

We will “master” the topic and become familiar with it

It provides us with many tools moving forward

It gives you quality and credibility and you will be able to answer any questions related to your work.

What do we do?

We review existing information, or the existing literature.

KEY CONCEPT: LITERATURE REVIEW

What is it?

• Literature review is a comprehensive examination of existing literature relevant to a particular topic.

• It involves identifying, evaluating, and synthesizing previous research, theories, and findings related to your research topic or question.

• It lays the groundwork for your study, providing context, identifying gaps, and informing your research design.

Why do we need it? As mentioned…

1. Provides context to understand the historical development and current state of knowledge in your field. What has been said until now? What is the current discussion?

2. Identifies gaps, pinpointing areas where further research is needed → Where your research will be!

3. Validates your research, as it demonstrates that your study is building upon existing knowledge and filling a gap.

4. Guides methodology and helps in selecting appropriate research methods and approaches (more on this in future sessions)

5. It will strengthen your arguments and conclusions with evidence from previous studies.

How do we do it?

1. Conduct literature search using academic databases, journals, books, and other reputable sources.

2. Evaluate sources, assess the credibility, relevance, and quality of the literature.

3. Organize and synthesize information: Identify common themes, patterns, and conflicting findings across studies.

4. Write the review: IMPORTANT – Structure it logically, highlighting key findings, methodologies, and gaps. Recommendation: from the most general to the most specific – example in the next slide.

Logical structure to write the literature review: from the most general to the most specific

TOPIC to explore: green marketing in the cosmetic industry:

1. CSR initiatives and cosmetics

2. Introduction to green marketing and its relevance in the cosmetics industry

3. Consumer perceptions and attitudes related to green marketing in the cosmetic industry

4. Green marketing strategies and practices

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Some key approaches

Mind mapping/Concept mapping

Mind mapping/Concept mapping

source

Process:

source

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AI for literature review

AI and developing your lit review

There is life beyond ChatGPT, which is a “Wikipedia” type of tool – great for getting familiar with a topic, but usually lacks depth.

AI is still very much used in reasearch, and there are specific and very good tools that accelerate our lit review process:

AI tools for researchers Source: Own resources, euronews

• Research Rabbit: “the Spotify of research”, fast-tracks literature review and finding papers, visual scholarly network

• Scite.ai: upon being asked a question, Scite delivers answers with a detailed list of all the papers cited in the response.

• Consensus: a search engine that uses AI to find insights in research papers. “Consensus Meter” for Y/N questions to know the scientific consensus.

• Typeset: provides predefined manuscript templates to help you meet the specific guidelines of target journals.

• Tableau: Interactive data visualization

• Usual tools as Grammarly

Also: citations

You know citethisforme and/or MyBib

Consider reference managers:

- Mendeley

- Zotero

- RefWorks

Quick comparison (as of 2023, source)

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WORKSHOP

Option 1 (ideal):

You know your partner and topic (however broad) for the final. Follow the steps for the workshop, applied to your topic.

Option 2:

You have not yet decided who you’ll be working with; take this provisional topic to work today and complete the workshop session (you can make the topic more specific, related to an industry, a specific approach such as evolution, etc):

Social media marketing in the luxury sector

Workshop dynamic

Follow the instructions in the next slide

Ask any necessary questions

Upload your work to the necessary point (forum on Moodle)

Start to work on your literature review

1. Create a mind map in relation to your topic (by hand or online)

2. Explore databases with the topics identified (Google, Google Scholar, EBSCOhost…)

3. Visit https://www.researchrabbit.ai/ and https://scite.ai/ to explore further (very good sources!)

4. Complete the Excel uploaded to Moodle with the key literature that you identified

5. Organize themes and topics into a funnel structure (from the broadest to the most specific)

6. Create the funnel picture

7. Upload a presentation with all three elements (it will be in the appendix for the final):

1. Mind map

2. Table of the selected literature review

3. Funnel with the structure of the literature review

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Thank you! Dr Elisa Paz

[email protected]