Market Research Proposal

For the final project, you will be writing a research proposal. In order to do that, you need to synthesize and recount the current state of research in the field. Some articles have been provided below but you may research other scholarly, peer reviewed journal articles on the same subjects.

The sources are available from the library:

The first three sources have also been provided in the Unit 1 Assignment.

• Evans, J. R., & Mathur, A. (2005). The value of online surveys. Internet Research, 15(2), 195-219. Retrieved from https://search-proquest-com.ezp-02.lirn.net/docview/219855644?accountid=143980

• Yuksel, M., Milne, G. R., & Miller, E. G. (2016). Social media as complementary consumption: The relationship between consumer empowerment and social interactions in experiential and informative contexts. The Journal of Consumer Marketing, 33(2), 111-123. Retrieved from https://search-proquest-com.ezp-02.lirn.net/docview/1774802515?accountid=143980

• Mitchell, A., Madill, J., & Chreim, S. (2015). Marketing and social enterprises: Implications for social marketing. Journal of Social Marketing, 5(4), 285-306. Retrieved from https://search-proquest-com.ezp-02.lirn.net/docview/1716910113?accountid=143980

• Araujo, T., & Neijens, P. (2012). Friend me: Which factors influence top global brands participation in social network sites. Internet Research, 22(5), 626-640. doi:http://dx.doi.org.ezp-01.lirn.net/10.1108/10662241211271581

• Tsiotsou, R. H. (2016). The social aspects of consumption as predictors of consumer loyalty. Journal of Service Management, 27(2), 91-116. Retrieved from https://search-proquest-com.ezp-01.lirn.net/docview/1780455081?accountid=143980

The article below is an overview of internet marketing research but is not empirical research on its own. However, it may give you some ideas.

• Pomirleanu, N., Schibrowsky, J. A., Peltier, J., & Nill, A. (2013). A review of internet marketing research over the past 20 years and future research direction. Journal of Research in Interactive Marketing, 7(3), 166-181. doi:http://dx.doi.org.ezp-02.lirn.net/10.1108/JRIM-01-2013-0006

• … include more articles, three of them can be from non-peer reviewed sources.

Evans, J. R., & Mathur, A. (2005). The value of online surveys. Internet Research, 15(2), 195-219. Retrieved from https://search-proquest-com.ezp-01.lirn.net/docview/219855644?accountid=143980

To provide a thorough analysis of the role of the internet in survey research and to discuss the implications of online surveys becoming such a major force in research.

The proper way to conduct online surveys and the advantages and disadvantages of using online surveys versus another survey.

Conducting online surveys has advantages over other survey methods that can be more effective to the marketer.

*Global reach is an advantage. There will be 1.1 billion internet users globally in 2005.

*Business to business and business to consumer due to market research and customer relationship managers increasing the business and getting closer with one another.

*Online surveys offer flexibility, because it can come in many different formats such as e-mail or be embedded in a website or online survey.

*Online surveys offer speed and timeliness of the survey and feedback from consumers.

*Online surveys offer convenience because they can be completed any time of day and in several different formats.

*Online surveys offer ease of data entry and analysis. The respondents will fill the information out on line in real time and be able to send it back to the marketer immediately.

Socially, there are more people using the internet via computers, laptops, and smartphones that can access online surveys. It makes more sense to have online surveys and make the surveys easy and less complex. Historically, people or certain age groups may prefer to receive the surveys via the telephone or the mail. The younger generation would prefer to be reached quickly and have the survey at their finger tips to be completed at a much faster rate. They prefer not talking to anyone. The bias would be that all surveys should be completed online rather than by snail mail or the telephone. I personally prefer to complete a survey online. I would much rather not have to talk to anyone. They take too long and I can multitask while completing the survey.

Evans, J. R., & Mathur, A. (2005). The value of online surveys. Internet Research, 15(2), 195-219.

The authors are discussing thorough analysis of the role of the internet in survey research and to discuss the implications of online surveys becoming such a major force in research. The researchers gives a list of strengths, weaknesses, advantages, and disadvantages. They also give us a comparison between online research vs other forms of research. Ways to mitigate weaknesses are discussed as well as how online research has become vastly popular. Finally, they provide a very useful source of information and impartial advice for any professional who is considering the use of online surveys. 

Yuksel, M., Milne, G. R., & Miller, E. G. (2016). Social media as complementary consumption: The relationship between consumer empowerment and social interactions in experiential and informative contexts. The Journal of Consumer Marketing, 33(2), 111-123. Retrieved from https://search-proquest-com.ezp-01.lirn.net/docview/1774802515?accountid=143980

Explore the interaction between consumer empowerment and social interactions as fundamental social media elements. It demonstrates their relationship in both experiential and informative social media setting where social media complements an offline consumer activity.

The topic of this paper is how social media plays a role in consumer empowerment and the social interactions.

Social media is a powerful tool that plays a role in how consumer behavior online and offline.

* Prior research establishes social media as an empowering tool for consumers through its interaction opportunities (Jayanti and Singh, 2010; Patino et al. , 2012; Tiu Wrigh et al. , 2006), focusing on online reviews and electronic word of mouth (eWOM) to acknowledge the relationship between consumer empowerment and social interactions. 

* Consumers experience empowerment through a wide variety of elements that increase the freedom of choice and action to shape their consumption experiences while at the same time complementing their offline activities.

*Consider news: for younger consumers, online newspapers seem to substitute for printed newspapers, whereas for older consumers, they seem to have a complementary effect on the use of other media.

* Consumers are empowered in online platforms where they can actualize their consumption fantasies and expand their power through the control of available experiences (e.g. participating in a beach volleyball game at home via Kinect; managing an online fantasy football team comprised of actual NFL players to compete with friends).

* When consumer empowerment is experiential, empowering elements will moderate the effects of social interactions such that social interactions will only have a positive effect on the evaluations and behavioral intentions of a complementary activity when empowerment is high.

* Consumers are also empowered through the control of information in online and mobile platforms.

There are no biases present. This article is heavy data and chart driven. Simply states the facts. The younger generation responds much better to social media interactions. When empowerment is high there is a positive to effect to socialization using social media. Historically, the younger generation is more social media driven versus the older generation that would prefer more human interaction. The article does give recommendations regarding future studies and needed research on empowering social media.

Yuksel, M., Milne, G. R., & Miller, E. G. (2016). Social media as complementary consumption: The relationship between consumer empowerment and social interactions in experiential and informative contexts.

This paper explores the interaction between consumer empowerment and social interactions as fundamental social media elements. It demonstrates their relationship in both experiential and informative social media setting where social media complements an offline consumer activity. The researchers manipulate the empowering and the socializing elements of complementary activities to show their effects on both the complementary online and the complemented offline activities. It reveals that that these elements increase positive consumer responses toward both the online and the offline activities through psychological empowerment. The researchers identified the need to study how social media may affect real-life consumer behavior. They also identified the interaction between the empowering and the socializing elements of social media offerings in both experiential and informative settings.

Mitchell, A., Madill, J., & Chreim, S. (2015). Marketing and social enterprises: Implications for social marketing. Journal of Social Marketing, 5(4), 285-306. Retrieved from https://search-proquest-com.ezp-01.lirn.net/docview/1716910113?accountid=143980

Build understanding of the concept of social enterprise in the social marketing community and to report on empirical research designed to develop an understanding the perceptions and practices of marketing within social enterprises.

How to affectively use social enterprises to market to consumers.

Social enterprises can be used effectively in social marketing that changes the world by innovative, fresh, and captivating ideas.

* Social enterprises can be conceived as the organizations or programs within which social entrepreneurs accomplish their work.

* Social enterprises are organizations seeking to address social issues through the application of business practices and principles.

* Current research into marketing in not-for-profit organizations suggests that while marketing is viewed in a positive light in many not-for-profits.

*Social enterprises are both familiar with and experienced in the application of, marketing practices and approaches. 

*Social enterprises perceive that word-of-mouth style approaches to promotional activities lead to the establishment of more durable, meaningful relationships with key stakeholder groups.

*Social enterprises may be viewed as potential adopters of the social marketing approach to effect social change and achieve their social missions. 

Gaining a better understanding the challenges associated with social enterprises as they develop their strategic marketing plans in order to achieve social change. Historically, social enterprises did not exist. All marketing was done via the newspaper, television, and radio. Being able to leverage potential opportunities and challenges may use for social marketing. One bias would be how organizations deal with conflicting social values with economic, social and environment with their missions. When using marketing strategies for not-for-profit organizations you must consider the waste of money, intrusiveness, and manipulation.

Mitchell, A., Madill, J., & Chreim, S. (2015). Marketing and social enterprises: Implications for social marketing. Journal of Social Marketing, 5(4), 285-306.

Build understanding of the concept of social enterprise in the social marketing community and to report on empirical research designed to develop an understanding the perceptions and practices of marketing within social enterprises. The researchers expose the challenges social enterprises face in developing strategic marketing activities that address business needs, while balancing stakeholder interests linked to the social missions of such organizations. This article teaches a reader about social marketing and how it relates and can be used in social enterprises.

Araujo, T., & Neijens, P. (2012). Friend me: Which factors influence top global brands participation in social network sites. Internet Research, 22(5), 626-640. doi:http://dx.doi.org.ezp-02.lirn.net/10.1108/10662241211271581

The purpose of this study is to show how brands participate in social network sites (SNSs) and investigates both the different strategies they adopt and the factors that influence these strategies.

The study confirmed that SNS adoption follows a general path of Internet innovation adoption by brands. Industry markets exert influence, with technology and consumer intensive brands being more likely than all other industry segments to be present in SNSs and to participate at higher engagement levels, while brands targeting younger audiences also engage at higher levels than brands targeting generic audiences. 

This article gives a comprehensive overview of brand strategies in social networking sites by identifying factors influencing such activities. 

*The market in which the brand operates influences SNS presence as well as the level of SNS engagement; in particular, brands operating in information technology and consumer markets will show higher SNS adoption.

*Brands targeting younger segments of the population will show higher SNS presence and engagement levels than those targeting older segments.

*SNS presence will be stronger, and levels of engagement higher, in a brand's home market than in other markets.

*Availability of online support or online sales activities in a country will positively influence brand SNS usage and levels of engagement in that country.

* The target country will influence a brand's SNS use and levels of engagement; brands will show higher levels of SNS use in the USA and the Netherlands when compared to Brazil.

*Markets in which top global brands operate continue to exert an influence on the adoption of internet innovations. SNS presence was significantly higher for information technology and telecommunication brands. 

The age of a brand's target market had on decisions related to SNSs. Top global brands targeting younger audiences were more likely to display SNSs prominently on their homepages, and were also more likely to use SNSs to ask consumers to share brand content, or to engage with a brand community. The younger generation identifies with social media sites moreso than the Generation X. The researchers remind the readers the importance of communicating your brands through social networking sites. The researchers are fact driven and give the readers options and advantages and disadvantages of social networking sites.

Araujo, T., & Neijens, P. (2012). Friend me: Which factors influence top global brands participation in social network sites. Internet Research, 22(5), 626-640.

The purpose of this study is to show how brands participate in social network sites (SNSs) and investigates both the different strategies they adopt and the factors that influence these strategies. The study confirmed that SNS adoption follows a general path of Internet innovation adoption by brands. Industry markets exert influence, with technology and consumer intensive brands being more likely than all other industry segments to be present in SNSs and to participate at higher engagement levels, while brands targeting younger audiences also engage at higher levels than brands targeting generic audiences. The researchers state markets in which top global brands operate continue to exert an influence on the adoption of internet innovations. SNS presence was significantly higher for information technology and telecommunication brands. Overall, not only does this study provide a general set of results for SNS usage and engagement levels from top global brands across three countries a welcome addition to case studies or experimental research in the area, but it also reinforces the importance of SNSs for brand communication research, which should also take into consideration the increasingly larger and more global usage that brands make of SNSs as part of their communication strategies.

Tsiotsou, R. H. (2016). The social aspects of consumption as predictors of consumer loyalty. Journal of Service Management, 27(2), 91-116. Retrieved from https://search-proquest-com.ezp-02.lirn.net/docview/1780455081?accountid=143980

The purpose of this source is to examine the role of parasocial and social aspects of consumption in building trustworthy and loyal relationships in both offline and online services.

The topic of this paper is social networking sites adoption by brands from an organizational standpoint, at a time when the majority of the top global brands actively promote such services.

Social and parasocial relationships can be developed in comsumption communities and influence consumers’ service brand loyalty.

* Parasocial identification with the consumption group will be positively related to parasocial problem solving.

* Parasocial identification with the consumption group will be positively related to group engagement.

* Parasocial identification with the consumption group will be positively related to service brand trust.

*Group engagement will be positively related to service brand trust.

* Service brand trust will be positively related to service brand loyalty.

* Reference group acceptance will be positively related to group engagement.

The social and personal context appearing from this source is the relationship between consumers. This paper explores the consumer to consumer relationship and how companies would like to foster that type of strong relationship building with their customers. This paper offers positive and negative things about para social relationships between consumers. This can be a positive experience or one bad opinion can negatively influence a groups opinion of a product or response.

Tsiotsou, R. H. (2016). The social aspects of consumption as predictors of consumer loyalty. Journal of Service Management, 27(2), 91-116.

The purpose of this source is to examine the role of parasocial and social aspects of consumption in building trustworthy and loyal relationships in both offline and online services. Social and parasocial relationships can be developed in comsumption communities and influence consumers’ service brand loyalty. The researcher discusses these points Parasocial identification with the consumption group will be positively related to parasocial problem solving. Parasocial identification with the consumption group will be positively related to group engagement. Parasocial identification with the consumption group will be positively related to service brand trust. The researcher explores the consumer to consumer relationship and how companies would like to foster that type of strong relationship building with their customers. They offer positive and negative things about para social relationships between consumers.

Pomirleanu, N., Schibrowsky, J. A., Peltier, J., & Nill, A. (2013). A review of internet marketing research over the past 20 years and future research direction.Journal of Research in Interactive Marketing, 7(3), 166-181. doi:http://dx.doi.org.ezp-02.lirn.net/10.1108/JRIM-01-2013-0006

The purpose of this source is to examine the internet marketing literature to determine how the literature has evolved in terms of quantity, content, and publication outlets.

The study provides both academics and practitioners with an updated review of the internet marketing literature along with a sense of how internet marketing research is evolving.

The internet is a great resource for marketing research on any topic.

*There is an array of journals that can be found to use in your studies.

*Electronic databases are popular way to store journals and allow easy access for the researcher.

*Through the electronic database you can search for any journal, document, or abstract you may need by entering in a key word in the search box.

*Each article is classified into a category to make searching for the article easier.

*The number of articles being published on the internet has increased significantly in the past five years.

*Areas of significant growth over the next several years are social media networks, mobile internet, and internet analytics.

The article is biased towards most of the information in the article except the charts and results. They advise the reader to focus more on those things than the actual article. The number of internet marketing articles have increase from the early 1990’s.

Pomirleanu, N., Schibrowsky, J. A., Peltier, J., & Nill, A. (2013). A review of internet marketing research over the past 20 years and future research direction.Journal of Research in Interactive Marketing, 7(3), 166-181.

The purpose of this source is to examine the internet marketing literature to determine how the literature has evolved in terms of quantity, content, and publication outlets. The study provides both academics and practitioners with an updated review of the internet marketing literature along with a sense of how internet marketing research is evolving. The internet is a great resource for marketing research on any topic. The researcher discusses how there is an array of journals that can be found to use in your studies. Electronic databases are popular way to store journals and allow easy access for the researcher. Areas of significant growth over the next several years are social media networks, mobile internet, and internet analytics. he article is biased towards most of the information in the article except the charts and results. They advise the reader to focus more on those things than the actual article. The number of internet marketing articles have increase from the early 1990’s.

Tehrani, N. (2005). Online marketing comes of age! opportunities & pitfalls. Customer Inter@ction Solutions, 24(4), 2-2,4,6,8. Retrieved from https://search-proquest-com.ezp-02.lirn.net/docview/208158231?accountid=143980

The purpose of the source is to discuss evolution in marketing and how it focuses on online marketing.

The subject is discussing how marketing is reinventing itself through online marketing, but the principles of marketing is still the same.

Integrating marketing can be effective through online and other forms of marketing.

* Today, integrated marketing is also the only way to go. One cannot cancel all other marketing plans in favor of online marketing only.

* Well-designed print ad will stand out in a publication just as a well-designed online ad will be noticed on a Web site. 

* Other forms of marketing such as print, trade shows, exhibition, etc. create the perception of stability, dedication, longevity, awareness and commitment of the company, not to mention brand recognition and marketing through education, which are vital in the marketing process.

* When thinking of doing online marketing, don't forget other forms of marketing.

* Check the reputation of the company behind the Web site on which you would like to do your online marketing.

* Check the quality of the content. Quality editorial matter brings quality readers, and quality readers become quality sales leads for your products and services.

The source is acknowledging the usage of online marketing and its importance. They are giving facts to use for when you decide to use online marketing these are the things you should be aware of. Historically, the article says do not forget to use other forms of marketing and they can be just as effective as online marketing. Personally, the author is trying to stress the importance of having a good marketing plan. He feels to not have one at all will soon be the demise of a company. The author is bias against not having a marketing plan. To be a successful company you need to have one so that people can hear and read about your product.

Tehrani, N. (2005). Online marketing comes of age! opportunities & pitfalls. Customer Inter@ction Solutions, 24(4), 2-2,4,6,8.

The purpose of the source is to discuss evolution in marketing and how it focuses on online marketing. Integrating marketing can be effective through online and other forms of marketing. The author gives two reasons companies exist; namely, marketing and innovation. Without these, no company would get anywhere. If the "Renewal Rate" is less than 90 percent, don't waste your money advertising on that Web site. The combination of positioning and differentiation is what gives your customers a reason to buy your product as opposed to your competitor's product. The author states that, integrated marketing should be the foundation of your marketing program to include online, print, trade shows, etc. to bring appropriate brand-recognition and marketing through education in order to help you maximize your marketing ROI.

Husain, S., Ghufran, A., & Chaubey, D. S. (2016). Relevance of social media in marketing and advertising. Splint International Journal of Professionals, 3(7), 21-28. Retrieved from https://search-proquest-com.ezp-02.lirn.net/docview/1906047118?accountid=143980

To promote social media program and make them aware and prepare them to face the challenge of change. To keep pace with the flow of the global economic challenges, it is needed to develop foresightedness and take initiatives in managing the social media program and enhance its relevancy. 

The topic focuses on the relevance of social media in marketing and advertising.

Social media is increasing its horizon and motivation large number of consumers as well as marketers and manufacturers to use it as an important source of important dissemination and conformation. 

* With the growth of Internet, online social networks have become important communication channels and also virtual communities have emerged.

* On the online socialnetworks, consumers can share experiences, opinions, and knowledge therefore they can interact easily withone another through online social networks

* Online social networks provide a place for consumers where they can share their product opinions either positive or negative with one another in social interaction

* Online social networks users follow their favorite products, companies and services on these online social networks sites, that 80 percent of them used Facebook companies and brands pages.

* 22% of shoppers surveyed by the ARF said that social media was "important in my final purchase decision." 

* Social media has also influenced consumer behavior from information acquisition to postpurchase behavior such as dissatisfaction statements or behaviors about a product or a company.

The article discusses the importance of social media and how it can be an asset. Historically and currently many companies have used other forms of marketing however with the addition of the internet, social media marketing has become very popular as well. Companies are able to reach their newest and oldest clientel buy using both methods. Personally, the online virtual world can help a companies reputation as long as they have the products that they are advertising. This is also a way to reach all consumers around the world in minutes. This article mainly talks about using social media marketing and its importance.

Husain, S., Ghufran, A., & Chaubey, D. S. (2016). Relevance of social media in marketing and advertising. Splint International Journal of Professionals, 3(7), 21-28.

This article promotes social media program and makes users aware and prepare them to face the challenge of change. To keep pace with the flow of the global economic challenges, it is needed to develop foresightedness and take initiatives in managing the social media program and enhance its relevancy. Social media is increasing its horizon and motivation large number of consumers as well as marketers and manufacturers to use it as an important source of important dissemination and conformation. The authors state to stay relevant retailers need to keep up with the changes to ensure that they will be noticed by consumers, reinforcing the fact that moreresearch would be valuable to all parties involved: retailers, marketers, and scholars. Anyone who's not engaged in some form of social media is making a mistake in today's world given the volume of people who have embraced and utilize social media. Social media opens up a whole new world for small retailers by providing an endless array of potential interactions with consumers, which is the main reason why there is a need for an increase in studies examining the impact of this new phenomenon on small retailers.

Foster, M. K., Francescucci, A., & West, B. C. (2010). Why users participate in online social networks. International Journal of E-Business Management, 4(1), 3+. Retrieved from http://go.galegroup.com.ezp-02.lirn.net/ps/i.do?p=ITBC&sw=w&u=lirn68662&v=2.1&it=r&id=GALE%7CA229720235&asid=57f72972a6080a5d4275ce3a59093661

This article focuses on understanding the motivation among young adults to participate in online social networks(SNS) such as Facebook, and the implications for marketers in establishing online connections with customers.

To understand the participation in virtual communities of practice, which are defined as being organised around a common interest, and sharing conventions, language, rituals and norms of interaction that make them distinct from other groups. 

Social media networks provide marketers to develop promotional strategies that are more of a conversation with customers than a one-way communication.

* The first type of media in Kaplan's and Haenlein's schema is a collaborative project, such as Wikipedia, which focuses on the co-creation and sharing of information, and is low on both social presence/media richness and self-disclosure.

* Blogs, the second type of social media, are also low on social presence/media richness, but high on self-disclosure because they usually represent the views of one person. 

*Content communities such as YouTube, is low on self-disclosure because users and contributors do not have to reveal personal details, but medium on social presence/media richness because of the diverse platforms that are available to share content (photos, videos, PowerPoint presentations). 

* Social networking sites such as Facebook, is high on self-disclosure, and medium on social presence/media richness.

* Virtual game worlds such as World of Warcraft, and is low on self-disclosure but high on social presence/media richness.

* Virtual social worlds, such as Second Life, which have all the three-dimensional functionality of the game world, with the added feature of having no rules about self-disclosure.

The sample size for the study used ample of 18-30-year-old university students. Perhaps that should have just used 18-30 year olds and studied how their motivation changes over time in the usage of social media networks. Historically, the sample size category used are the main groups that use social media networks on the regular.

Foster, M. K., Francescucci, A., & West, B. C. (2010). Why users participate in online social networks. International Journal of E-Business Management, 4(1), 3+.

This article focuses on understanding the motivation among young adults to participate in online social networks(SNS) such as Facebook, and the implications for marketers in establishing online connections with customers. Social media networks provide marketers to develop promotional strategies that are more of a conversation with customers than a one-way communication. The researchers want the readers to understand the participation in virtual communities of practice, which are defined as being organised around a common interest, and sharing conventions, language, rituals and norms of interaction that make them distinct from other groups. Content communities such as YouTube, is low on self-disclosure because users and contributors do not have to reveal personal details, but medium on social presence/media richness because of the diverse platforms that are available to share content (photos, videos, PowerPoint presentations). Social networking sites such as Facebook, is high on self-disclosure, and medium on social presence/media richness.