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2) What would be the ideal research approach to adopt in order to research the topic? Please explain. Qualitative research. This focuses on thoughts, feelings, experiences, etc. When it comes to shopping, especially for holidays, sometimes its about the emotional attachment and not so much the pricing (numbers/data).

2) What would be the ideal research approach to adopt in order to research the topic? Please explain. Qualitative research. This focuses on thoughts, feelings, experiences, etc. When it comes to shopping, especially for holidays, sometimes its about the emotional attachment and not so much the pricing (numbers/data).

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Case 4: Lucy's research on the influence of our emotions and feelings towards our partners on our impulse buying behaviour Lucy's research is investigating consumers' attitudes towards Valentine's Day. She is particularly interested in finding out about consumer buying behaviours on special occasions and to what extent emotions and feelings for partners influence impulse buying behaviours. Having looked at the literature and identified publications on consumer buying decisions, Lucy has set herself a research question of: How do emotions and feelings affect impulse buying behaviour of consumers? Lucy is interested in understanding the emotions and feelings behind the commercial interactions. She has made it clear to her supervisor that she is not interested in how much people spend, how often they shop, and how many times they make purchases, even though she understands that these are also inter-related with the research question. 1) What would be the ideal research philosophy to adopt in order to investigate the topic? Please explain. 14 From the sounds of the topic, the best philosophy would be constructivist. This research philosophy deals with the reality, tends to be experiment- based, and the knowledge surrounding this philosophy is that of mental structures. This type deals with the emotions. There is not really "data" or "numbers" involved but emotional attachment and impulse purchasing in this study. 2) What would be the ideal research approach to adopt in order to research
Transcribed Image Text:Case 4: Lucy's research on the influence of our emotions and feelings towards our partners on our impulse buying behaviour Lucy's research is investigating consumers' attitudes towards Valentine's Day. She is particularly interested in finding out about consumer buying behaviours on special occasions and to what extent emotions and feelings for partners influence impulse buying behaviours. Having looked at the literature and identified publications on consumer buying decisions, Lucy has set herself a research question of: How do emotions and feelings affect impulse buying behaviour of consumers? Lucy is interested in understanding the emotions and feelings behind the commercial interactions. She has made it clear to her supervisor that she is not interested in how much people spend, how often they shop, and how many times they make purchases, even though she understands that these are also inter-related with the research question. 1) What would be the ideal research philosophy to adopt in order to investigate the topic? Please explain. 14 From the sounds of the topic, the best philosophy would be constructivist. This research philosophy deals with the reality, tends to be experiment- based, and the knowledge surrounding this philosophy is that of mental structures. This type deals with the emotions. There is not really "data" or "numbers" involved but emotional attachment and impulse purchasing in this study. 2) What would be the ideal research approach to adopt in order to research
2) What would be the ideal research approach to adopt in order to research the topic? Please explain. Qualitative research. This focuses on thoughts, feelings, experiences, etc. When it comes to shopping, especially for holidays, sometimes its about the emotional attachment and not so much the pricing (numbers/data). 3) What would be the ideal research strategy (/strategies) to adopt in order to investigate the topic? Please explain. Surveys and focus groups. One-on-one interviews are also helpful, but time consuming compared to the other options. Surveys would be ideal because you can reach a lot of different people, easily, and the most time consuming aspect would be coming up with the survey. The downfall is, not everyone is completely honest so making them anonymous could help with the validity. All three of these are great when you need more personalized information. 4) Could Lucy consider an experimental research design for her study? How could she use experimental research? I believe so. Since Lucy is focused on a certain time/holiday, that is important for the cause and effect aspect of her study. Lucy could study individuals who are shopping in advance or shopping last minute. This could help Lucy understand where emotions come into play. The subject does not impact the effectiveness of experimental research. The control of the group shopping at a regular store that does not have their displays out vs. a store that suggests items front and center. She could watch how people react during holidays when it is directly in the middle of the store ys, haying to
Transcribed Image Text:2) What would be the ideal research approach to adopt in order to research the topic? Please explain. Qualitative research. This focuses on thoughts, feelings, experiences, etc. When it comes to shopping, especially for holidays, sometimes its about the emotional attachment and not so much the pricing (numbers/data). 3) What would be the ideal research strategy (/strategies) to adopt in order to investigate the topic? Please explain. Surveys and focus groups. One-on-one interviews are also helpful, but time consuming compared to the other options. Surveys would be ideal because you can reach a lot of different people, easily, and the most time consuming aspect would be coming up with the survey. The downfall is, not everyone is completely honest so making them anonymous could help with the validity. All three of these are great when you need more personalized information. 4) Could Lucy consider an experimental research design for her study? How could she use experimental research? I believe so. Since Lucy is focused on a certain time/holiday, that is important for the cause and effect aspect of her study. Lucy could study individuals who are shopping in advance or shopping last minute. This could help Lucy understand where emotions come into play. The subject does not impact the effectiveness of experimental research. The control of the group shopping at a regular store that does not have their displays out vs. a store that suggests items front and center. She could watch how people react during holidays when it is directly in the middle of the store ys, haying to
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research meaning and ideal approach

The method used by the researcher to gather, examine, and interpret data is known as a research methodology. There are three types of research methods: mixed, qualitative, and quantitative.

Comparative to quantitative research, qualitative research enables in-depth and detailed topic exploration. Qualitative research is frequently less expensive than quantitative research since fewer individuals are needed and fewer elaborate methodologies are required.

Quantitative research depends on the quickness with which data can be gathered. Additionally, this data is extremely quick to analyse. A survey can also easily be generalised to the full population using statistically reliable random sampling. For delicate subjects, quantitative research can also be conducted in an anonymized manner.

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