You are required to conduct your own netnography research by collecting and analysing secondary data from online review websites or social media (e.g. Tripadvisor; Boots review; company websites; or other online communities, twitter). The report should have the following sections:
1. Identify a sector (e.g. supermarket; fast-fashion etc.), which can be for a product or service-based, then specify a specific brand to focus on.
2. Choose a customer- related research question. For instance, choose one of the topics from Week 3 to Week 11 (e.g. perceived value; operant learning , perception etc). Use this as your academic perspective of your report (e.g. what are the consumer perceived value of xxxx?; Consumer responses to no-plastic bag policy in xxxx supermarket- operant learning perspective; cultural differences on dining experience in xxxx restaurant etc).
3. Identify a business problem of your chosen brand that can be benefited from understanding your chosen consumer behavioural concept.
4. Collect consumer online reviews from review sites or social media for your chosen brand/product/service to answer your research question. This will be your secondary data on which you will conduct a qualitative analysis
5. Report your research process and findings,and propose consumer insights and practical implication based on your findings.
Report outline:
Executive Summary
You should summarize your whole report within 300 words here, including your research topic, source of data, findings, and recommendation. Remember, this is NOT a signposting introduction.
Table of Contents
Introduction: In this section, you should clearly state your research objectives based on the problem or opportunity formulated. Introduce the current business situation of the brand/company/industry, such as market share, competitors, and recent or potential problems or market opportunities, and explain why your chosen research topic may be important for this company.
Literature Review: Critically discuss the consumer behaviour concept/theory selected using appropriate academic theories and literature (e.g. what is….theory? How it has been applied in consumer research? What is the pro and cons of using this theory to explain consumer behavior?), then illustrate why this topic should be further studied within your chosen sector and why monitoring this behaviour could improve the current situation of your chosen brand/company/industry.
Method: Explain your research method: “netnography”, justifying why it is relevant for collecting data about your topic. Identify and explain which sites you selected, how many reviews were collected in detail, and how this will help you investigate the research question and address the objectives and evaluate your research process (pros and cons of your method, the limitations etc.).
Results: Analyse the data collected using qualitative analysis- (e.g. coding; thematic analysis) and report the research findings. Discuss how the findings can have impact on your chosen company.
Recommendation and Conclusion: Provide practical recommendations for marketers and propose further studies that can build on your research results.
Appendix: Include at least one page of A4 for your analysis work and review samples (the data collected online).
Reference: Please make sure you use Harvard Referencing.
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