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This document communicates the guidelines and expectations for the marketing research project.
Additional details may be provided depending on the nature of your particular project.
The vast majority of marketing research dollars are spent in an effort to describe, explain, and/or
predict consumer behavior. The reason is simple – consumers are a complex phenomenon – far
more complex than any business model, financial market, tax code, supply chain, or
organizational chart. The truth is that most companies and organizations are terrified that they
don’t really know who their customers or potential customers are or what these customers
“really” want. There is an underlying fear that competitors understand the customer better and, in
doing so, will serve them better. Keeping up with consumers is hard. Their perceptions,
emotions, beliefs, and preferences are constantly evolving as they navigate myriad cultural,
social, spiritual, physical, and cognitive environments. No degree of logic, expertise, or
experience can provide a magical portal into their hearts and minds. If we hope to create and
nurture relationships with consumers, we must stay close to them, interact with them, listen to
them, and learn how to respond to their needs appropriately. Only research can provide
organizations with the requisite information.
Accordingly, we shall focus our projects on elucidating aspects of consumer behavior. Some
projects may have a more applied focus, such as understanding how consumers respond to online
consumer reviews or how gift cards impact spending behaviors. Other projects may focus more
on improving the tools we use to try to understand consumers (i.e., “research on research”).
Research firms and departments routinely conduct both kinds of research, as managerial projects
pay the bills and “research on research” creates and enhances one’s ability to produce value-
added insights in managerial projects.
Most, if not all of your projects will execute an experimental or quasi-experimental methodology
and will employ some form of qualitative and/or archival research. (We will do questionnaire
development as a class). The types of data analysis used may vary significantly from project to
project depending on the research questions at hand.
it. This is a focusing task. One of the most common problems in research is a lack of focus,
which leads to trying to do too much. When we find ourselves spending a lot of time wondering
what the right methods and measures are, it is a sure sign that we lack focus.
• Remember that the purpose of research is not to make decisions but rather to inspire decision
makers. If a decision maker wants us to produce research and make decisions, we are no longer
researchers but instead management consultants and should expect to be compensated at a higher
rate.
If using online blogs, chat groups, etc., we want to be able to document them well and make sure
they are relevant.
• We will discuss the much misunderstood concept of sample “representativeness.”
• You may collect data online or offline.
A generic, but detailed outline for the report is provided in this section. A couple of other
comments are provided below.
• Artful, effective deviations in structure and content are welcome.
• The expected length is 15-20 pages (double-spaced, excluding appendices). It is possible to
write an effective report that is shorter. In contrast, reports that are longer than this are
usually lacking in cogency and clarity.
• It is not good practice to include reams of output in the appendices. Instead, this sends up a
red flag that the report contains uncritical or unfocused analysis. All output should be clearly
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labeled and referenced in the written portion of the report. Otherwise, it does not belong in
the report.
4. Measures
o Describe the response measures (scales and observations) and any other measures
that were taken.
o Provide evidence of the reliability and validity of the measures.
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Follow the basic outline of the written report, but be very selective in terms of content and detail.
There are two important reasons for this.
• First, design the presentation to be about 20 minutes long. This corresponds to the typical
manager’s or client’s attention span for research results : )
• Second, in order to be interesting and effective, the presentation should focus more on what
you found and less on how you found it (this is good advice for any type of research
presentation). Remember, the intended audience may be fairly strong in terms of analytical
thinking, but not necessarily well-versed in the specific techniques being presented.
Presentation Assessment (dimensions weighted equally)
A. Presentation quality: how well the presentation communicates. A good presentation is one
where the recipient is provided with good transitions between ideas and doesn’t have to
work hard to understand the main points. Use diagrams and pictures wherever possible in
place of numbers and in place of long chains of logic.
B. Content quality: the in-depth thinking underlying the analysis and recommendations;
ability to include only the most pertinent issues in the presentation.
C. Use of the time limit: Tailor the level of detail to the time limit. Simply adhering to the time
limit is not sufficient. We could, in theory, adhere to any time limit by rushing through an
over-prepared presentation or by dragging through an under-prepared presentation.
What is a Consumption Orientation? How has it affected consumers, firms, and society.
What do virtual worlds really mean for consumer behavior in (1) the virtual world and (2)
spillover into the real world? In short, how do people (a) act differently in virtual worlds and real
life, (b) change their real life behavior due to virtual world activities, etc.
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Price endings. How do people evaluate different price endings (as far as fairness goes)? Do
certain endings get preference over others? Does this vary according to how large the purchase
is? (e.g., 9.98 vs. 49.98).