Knowledge clip & Article Summary
Consumer Research in Marketing
MSc Business Administration Feb 2024
1
,Content
Week 1 – Introduction to (Consumer) Research...................................................................................................3
KC1.1 - Plato’s Allegory of the Cave..................................................................................................................3
KC1.2 – Research Fundamentals.......................................................................................................................3
KC1.3 – Research Paradigm...............................................................................................................................3
KC1.4 – What is Consumer Research?..............................................................................................................4
KC1.5 – Qualitative vs. Quantitative Methods..................................................................................................5
Article1.1 – Knowledge creation in consumer research: Multiple routes, multiple criteria (Lynch et al.,
2012)..................................................................................................................................................................6
Week 2 – Qualitative Research Methods..............................................................................................................7
KC2.1 – The Nature of Qualitative Methods.....................................................................................................7
KC2.2 – Methodology – Grounded Theory & Phenomenology........................................................................7
KC2.3 – Methodology – Ethnography & Netnography.....................................................................................8
KC2.4 – Popular Methods – Interviews.............................................................................................................8
KC2.5 – Popular Methods – Focus Groups & Other Qualitative Methods........................................................9
Article 2.1 Grounded theory, ethnography and phenomenology: A comparative analysis of three
qualitative strategies for marketing research (Goulding, 2005).......................................................................9
Week 3 – Quantitative Research Methods.........................................................................................................11
KC3.1 – The nature of Quantitative Methods.................................................................................................11
KC3.2 – Operationalization & Measurement..................................................................................................11
KC3.3 – Self-reports & measurement Bias......................................................................................................12
KC3.4 – Response & Sampling Bias.................................................................................................................12
KC3.5 – Popular Methods – Surveys, Web Scraping & Secondary Data.........................................................13
Week 4 – Experiments in Consumer Research...................................................................................................14
KC4.1 – Introduction to Experimentation.......................................................................................................14
KC4.2 – Variables & Operationalization..........................................................................................................14
KC4.3 – Experimental Designs.........................................................................................................................15
KC4.4 – Internal, External& Ecological Validity...............................................................................................15
Week 5 – Advanced methods in consumer research: Neuromarketing.............................................................18
KC5.1 – What is neuromarketing?...................................................................................................................18
KC5.2 – Measures in neuromarketing.............................................................................................................19
KC5.3 – Toolbox I – Eye-tracking.....................................................................................................................20
KC5.4 – Toolbox II – Other physiological measures........................................................................................21
KC5.5 – A little bit about the brain..................................................................................................................21
KC5.6 – Toolbox III – Neuroimaging techniques: FMRI & EEG........................................................................22
Week 6 – Ethics in (consumer) research.............................................................................................................23
KC6.1 – Ethics towards participants & society................................................................................................23
KC6.2 – Research integrity..............................................................................................................................24
2
, Week 1 – Introduction to (Consumer) Research
KC1.1 - Plato’s Allegory of the Cave
Theory of Forms – Plato: Like the shadows on the wall, things in the physical world are flawed reflections of
ideal forms, such as roundness and beauty. This leads to fundamental questions such as the origin of
knowledge, the problem of representation and the and nature of reality itself. → different ways of seeing the
world and thinking.
KC1.2 – Research Fundamentals
Research = Gathering information to solve a particular problem → Uncover objective truth, objective nature of reality
→ A systematic process of searching for and gathering information
Official definition = “A studious inquiry or examination: especially an investigation or experimentation aimed at the
discovery and interpretation of facts, the revision of accepted theories or laws in the light of new facts, or the practical
application of such new or revised theories or laws”
We conduct research to solve problems, answer research question and advance knowledge! (& revision of
existing theories)
Systematic research consists of three steps:
1. Research question: A question that can be answered by conduction a research study
→ Can be done through observation, prior research, professional literature or peers.
Theory: A statement of concepts and their interrelationships that shows how and/or why a
phenomenon occurs.
Hypothesis: A proposition or prediction about a phenomenon/state of the world.
2. Collect data: We can either use existing theories to derive hypotheses and test them or we can create
new theories based on observations and inquiry.
Experiment: A form of research in which one or more factors are manipulated to see their effect
on an outcome.
Ethnography: A form of naturalistic inquiry (observation, participation, interview etc.) that has a
specific interest in culture.
3. Analyse data (show en interpret data):
KC1.3 – Research Paradigm
(Research) Paradigm = Lens or a way of thinking about the world; provides direction for the researcher,
different ways of thinking about reality.
There is an continuum between the positivist paradigm and the interpretivist paradigm. There are basic
assumptions, beliefs, norms, and values of each paradigm. They determine how what we define as truth, how
we can obtain this truth, what values guide our truth and our general research strategy. What a research
paradigm characterise is:
1. Ontology, What is the nature of reality? It influences our perception of truth – what we think can know
about reality → characterized by “what is?” questions.
2. Epistemology, How can we know reality? The study of knowledge, a researchers approach to
knowledge generation → dictated by ontological beliefs
3. Axiology, What is valuable and ethical? Where do values come from? It deals with the nature of what
is valuable and ethical and what you value or aim for in your research.
4. Methodology, How is the research conducted? It is the general research strategy and identifies the
method used. → How knowledge is discovered and analysed in a systematic way.
Positivist paradigm Interpretivist paradigm
Ontology Realism Relativism
One objective reality or Multiple subjective realities
“truth” or “truths”
Independent of context Reality is socially
3
Consumer Research in Marketing
MSc Business Administration Feb 2024
1
,Content
Week 1 – Introduction to (Consumer) Research...................................................................................................3
KC1.1 - Plato’s Allegory of the Cave..................................................................................................................3
KC1.2 – Research Fundamentals.......................................................................................................................3
KC1.3 – Research Paradigm...............................................................................................................................3
KC1.4 – What is Consumer Research?..............................................................................................................4
KC1.5 – Qualitative vs. Quantitative Methods..................................................................................................5
Article1.1 – Knowledge creation in consumer research: Multiple routes, multiple criteria (Lynch et al.,
2012)..................................................................................................................................................................6
Week 2 – Qualitative Research Methods..............................................................................................................7
KC2.1 – The Nature of Qualitative Methods.....................................................................................................7
KC2.2 – Methodology – Grounded Theory & Phenomenology........................................................................7
KC2.3 – Methodology – Ethnography & Netnography.....................................................................................8
KC2.4 – Popular Methods – Interviews.............................................................................................................8
KC2.5 – Popular Methods – Focus Groups & Other Qualitative Methods........................................................9
Article 2.1 Grounded theory, ethnography and phenomenology: A comparative analysis of three
qualitative strategies for marketing research (Goulding, 2005).......................................................................9
Week 3 – Quantitative Research Methods.........................................................................................................11
KC3.1 – The nature of Quantitative Methods.................................................................................................11
KC3.2 – Operationalization & Measurement..................................................................................................11
KC3.3 – Self-reports & measurement Bias......................................................................................................12
KC3.4 – Response & Sampling Bias.................................................................................................................12
KC3.5 – Popular Methods – Surveys, Web Scraping & Secondary Data.........................................................13
Week 4 – Experiments in Consumer Research...................................................................................................14
KC4.1 – Introduction to Experimentation.......................................................................................................14
KC4.2 – Variables & Operationalization..........................................................................................................14
KC4.3 – Experimental Designs.........................................................................................................................15
KC4.4 – Internal, External& Ecological Validity...............................................................................................15
Week 5 – Advanced methods in consumer research: Neuromarketing.............................................................18
KC5.1 – What is neuromarketing?...................................................................................................................18
KC5.2 – Measures in neuromarketing.............................................................................................................19
KC5.3 – Toolbox I – Eye-tracking.....................................................................................................................20
KC5.4 – Toolbox II – Other physiological measures........................................................................................21
KC5.5 – A little bit about the brain..................................................................................................................21
KC5.6 – Toolbox III – Neuroimaging techniques: FMRI & EEG........................................................................22
Week 6 – Ethics in (consumer) research.............................................................................................................23
KC6.1 – Ethics towards participants & society................................................................................................23
KC6.2 – Research integrity..............................................................................................................................24
2
, Week 1 – Introduction to (Consumer) Research
KC1.1 - Plato’s Allegory of the Cave
Theory of Forms – Plato: Like the shadows on the wall, things in the physical world are flawed reflections of
ideal forms, such as roundness and beauty. This leads to fundamental questions such as the origin of
knowledge, the problem of representation and the and nature of reality itself. → different ways of seeing the
world and thinking.
KC1.2 – Research Fundamentals
Research = Gathering information to solve a particular problem → Uncover objective truth, objective nature of reality
→ A systematic process of searching for and gathering information
Official definition = “A studious inquiry or examination: especially an investigation or experimentation aimed at the
discovery and interpretation of facts, the revision of accepted theories or laws in the light of new facts, or the practical
application of such new or revised theories or laws”
We conduct research to solve problems, answer research question and advance knowledge! (& revision of
existing theories)
Systematic research consists of three steps:
1. Research question: A question that can be answered by conduction a research study
→ Can be done through observation, prior research, professional literature or peers.
Theory: A statement of concepts and their interrelationships that shows how and/or why a
phenomenon occurs.
Hypothesis: A proposition or prediction about a phenomenon/state of the world.
2. Collect data: We can either use existing theories to derive hypotheses and test them or we can create
new theories based on observations and inquiry.
Experiment: A form of research in which one or more factors are manipulated to see their effect
on an outcome.
Ethnography: A form of naturalistic inquiry (observation, participation, interview etc.) that has a
specific interest in culture.
3. Analyse data (show en interpret data):
KC1.3 – Research Paradigm
(Research) Paradigm = Lens or a way of thinking about the world; provides direction for the researcher,
different ways of thinking about reality.
There is an continuum between the positivist paradigm and the interpretivist paradigm. There are basic
assumptions, beliefs, norms, and values of each paradigm. They determine how what we define as truth, how
we can obtain this truth, what values guide our truth and our general research strategy. What a research
paradigm characterise is:
1. Ontology, What is the nature of reality? It influences our perception of truth – what we think can know
about reality → characterized by “what is?” questions.
2. Epistemology, How can we know reality? The study of knowledge, a researchers approach to
knowledge generation → dictated by ontological beliefs
3. Axiology, What is valuable and ethical? Where do values come from? It deals with the nature of what
is valuable and ethical and what you value or aim for in your research.
4. Methodology, How is the research conducted? It is the general research strategy and identifies the
method used. → How knowledge is discovered and analysed in a systematic way.
Positivist paradigm Interpretivist paradigm
Ontology Realism Relativism
One objective reality or Multiple subjective realities
“truth” or “truths”
Independent of context Reality is socially
3
