SOLUTION: BBRS4103 Marketing Research- Consumers Trust in Social Media

Task

To differentiate various research designs in conducting marketing research.

1. Literature matrix

Read the following 5 journal articles from Emerald related to online purchase intention. You can search the journal articles from OUM library online (OUM library>Search Database>type emerald in search box>click Emerald Management 200>click connect to database>start search using key word ‘online purchase intention’ or the title).

a. Cheong, J. W., Muthaly, S., Kuppusamy, M., & Han, C. (2019). The study of online reviews and its relationship to online purchase intention for electronic product among the millennials in Malaysia. Asia Pacific Journal of Marketing and Logistics, 32(7), 1519-1538.

b. Chen, C., & Li, X. (2019). Effects of singles’ day atmosphere stimuli and Confucian values on consumer purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(7), 1386-1406.

c. Irshad, M., Ahmad, M. S., & Malik, O. F. (2020). Understanding consumers’ trust in social media marketing environment. International Journal of Retail & Distribution Management, 48(11), 1196-1212.

d. Sumarliah, E., Khan, S. U., & Khan, I. U. (2020). Online hijab purchase intention: the influence of the Coronavirus outbreak. Journal of Islamic Marketing, 12(3), 598-621.

e. Chakraborty, U. (2018). The impact of source credible online reviews on purchase intention: The mediating role of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142-161.

2. Summarise the journal articles in the following matrix.

No.

Citation

Research Design (exploratory, descriptive or causal research)

Data collection method (primary or secondary)

Variables (name the variables)

Measurement (nominal, ordinal, interval, or ratio)

Population (who are the target respondents)

Sampling Technique (probability or non-probability)

2. To design a marketing research plan and conduct the research.

Conduct a simple research to describe online purchase intention among Malaysian income group of B40, M40, and T20. Use the journal articles from Assignment 1. Meanwhile, you can search and read more journal articles. Using the measurement of purchase intention based on Chen & Li, 2019 (Refer Table III), design a questionnaire that consists of 4-items of purchase intention, types of products, and demographic information (gender, income groups, race, etc.). Distribute the questionnaire to 20 respondents. Using the data obtained from these respondents, analyse the descriptive statistics.

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