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  • 00:00

    [MUSIC PLAYING][Applied Qualitative Marketing - Introduction, Part 2]

  • 00:16

    KEITH PERKS: In this slide, I'm goingto give examples of where, [Keith Perks, PhD, HonoraryFellow, University of Brighton Business School]from experience of teaching research, that people oftenfind the topic but then confuse thatwith the field of marketing or other knowledge.For example, there might be a statement,there's not much literature on social mediaor digital marketing.

  • 00:40

    KEITH PERKS [continued]: Well, that's a novel context.What you have to understand is that's the contextand the topic, but it's not identified a theoretical lensfrom which to examine that particular phenomena.[Types of Literature]Well, in literature, you need to understandthat there are two types of literature, one whichis the secondary research and data, which provides youwith contextual information on industries, context, et cetera.

  • 01:12

    KEITH PERKS [continued]: And there are secondary data on different countries,different consumer groups.And you can also find information on secondary datafor the context from newspapers, magazines,management consultants' reports, for example.So secondary data from sources such as newspaperis different to secondary literature, whichcontains knowledge and theory whichcan be used to evaluate in qualitative researchand to test and in quantitative empirical research.

  • 01:50

    KEITH PERKS [continued]: So academic journals, this is where you need to search,is for academic journals will contain informationabout different areas of knowledge.And once you've found one paper, then youcan explore other papers.But it's is key that those papers will contain concepts,and theory, and knowledge which you can use,apply to your particular context.

  • 02:14

    KEITH PERKS [continued]: The reason I'm emphasizing the importance of readingthe literature is that in order to find a gap,you need to spend time reading, absorbing, and synthesizing,interpreting a significant amount of research and reading.[Identifying the Research Gaps]First, a researcher has to decide on the perspectivefor the research.

  • 02:37

    KEITH PERKS [continued]: In applied social sciences, this canbe an individual, a microlevel consumer or manager.It can be groups, consumer, social groups, a manager,an organizational group, and organizational or other levelsof analysis which are at micro- or a meso-leveland macro-level, meaning at the individual level,a small group, meso-groups, and macro as far as things likebusiness systems--so various levels.

  • 03:12

    KEITH PERKS [continued]: What are you trying to find out from these units of analysis?What influenced their behavior and decisions?Is this is some means of explaining and understandhow a manager or a consumer behaves?This suggests the researcher develops a thorough knowledgeof consumer psychology, for example, behavioralor managerial psychology behavior if you'retaking that perspective.

  • 03:37

    KEITH PERKS [continued]: So from this extensive reading of either, for example,your particular point of view, or unit of analysis, consumerbehavior, or managerial behavior,then there may be other things to consider,such as, what are you looking to evaluatein the consumer or managerial psychology behavior?

  • 03:58

    KEITH PERKS [continued]: For example, a response to an advert, a brand, or price,influence on managerial decision-makingis another example.So what aspect are you trying to lookat in that unit of analysis?This then requires the research to have a thorough-- researcherto have a thorough knowledge of these areasfrom the literature on advertising, branding,communications, et cetera.

  • 04:25

    KEITH PERKS [continued]: Remember, it might not one be specific area.It may be that you need to integratean area of, for example, branding, advertising,and consumer behavior.So gaps in the research can also bederived from what you might see in a newspaper,or on a television program, a documentary.And this might have some sort of emerging trend or attitudewhich would link to the context, alsosomething which is occurring in termsof the psychology of the consumer or the manager.

  • 04:59

    KEITH PERKS [continued]: So it might be influenced, for example,by new technologies, which can also changethe direction of research.In this slide, I'm going to cover some examples in termsof identifying a research gap.These are taken from examples of past research myselfor research students.

  • 05:19

    KEITH PERKS [continued]: For example, the first one is in the areaof internationalization.[Internationalization]The gap in the research came from a reflectionon the literature, on the type of firm researchin past studies.For example, much of the past researchhave been on small firms but ignoredand not examined a larger, midsize firmwhich then proved to come up with different interestingresults.

  • 05:47

    KEITH PERKS [continued]: In the area of CSR communication,the literature on communication approachesand consumer perception of responsibility,there is a need for more researchand what is more effective and credible in terms--particularly in terms of the use of social mediaand interactive, dialogic communication.

  • 06:08

    KEITH PERKS [continued]: [Cultural Aspects]Thirdly, an aspect of culture in termsof how people, it's influencing the use of social media,many studies have been done in the USand some European countries.But there's limited research lookedat new cultural dimensions in different countriesaround the world.And that's a gap in the research.

  • 06:29

    KEITH PERKS [continued]: In relation to the last slide and the three examplesI quoted, other reading and articles in newspapersprovide a second dimension for the gap in the research.For example, part of the thing thatprompts the research on medium-sized managedinternationalization was the Financial Timesreport on a group of medium-sized companiesand how they were growing very quickly in their marketplacesreinforced that that was a gap in that particular researchon medium-sized firms.

  • 07:04

    KEITH PERKS [continued]: Also, in the second piece of research,there was on CSR communications the retail reportson consumer attitudes towards supermarketsand social responsibility, for example,in The Guardian environmental pages.And then the third piece of research,there are country reports on cultural aspects of language,religion, and institutions which have an impact in influencingsocial media, which give you some ideas on how social mediabehavior might vary between different cultures.

  • 07:37

    KEITH PERKS [continued]: In terms of identifying an area of research,a topic, and an aim, the next stepis to try to translate this into a general researchquestion or questions.[Research Questions]First of all, what questions is this research trying to answer?What is it trying to find out in relation to your aims?

  • 07:57

    KEITH PERKS [continued]: Why is-- are these questions worth answering?Why is this research worth doing?What will it contribute?And how will your research address and answerthese questions should keep a focus on your research projectthroughout.In step three, we're going to lookat how the literature review and other sourcessupports the research aims and questions through examples.

  • 08:22

    KEITH PERKS [continued]: So I gave you the example of internationalization.So in that research, the research questionsconnected to the aim was to explainhow and why particular contingencies affectmanagers' international market decision-makingin fast-growth, medium-sized firms.And the aim was through the developmentof an explanatory theoretical framework.

  • 08:48

    KEITH PERKS [continued]: In terms of the CSR, Corporate and Social Responsibilityresearch, the question was related to,how and why does interactive stakeholder involvementin CSR communication in contrast to noninteractivestakeholder-informing CSR communicationinfluence consumer perception and attitudestowards supermarkets?

  • 09:16

    KEITH PERKS [continued]: In that research, the literature identifiedthere was a lack of research on interactive marketing.So the research question addressed that.And finally, how and why do cultural theories and conceptsinfluence motivation, behavior, and use in a specific country?So in this final slide, I'd like to summarize the key pointsfrom this session.

  • 09:37

    KEITH PERKS [continued]: [Summary]In the first step, you identify a topicwhich is of interest to you.And in the second step, you need to identify the research gapthrough a thorough reading of knowledge and theorywhich would provide a lens from which to study the phenomena,the topic you've identified, or the area of research,and in the third and final step to develop the research aimand questions from that literature.

Video Info

Series Name: Applied Qualitative Marketing Research

Episode: 2

Publisher: SAGE Publications Ltd.

Publication Year: 2020

Video Type:Tutorial

Methods: Literature review, Researcher development, Research questions, Marketing research

Keywords: corporate social responsibility; cultural awareness; cultural theory; literature reviews; marketing research; qualitative research methods; research design; research questions; Secondary research; Social media ... Show More

Segment Info

Segment Num.: 1

Persons Discussed:

Events Discussed:



Keith Perks, Honorary Fellow at the University of Brighton Business School, continues the introduction to applied qualitative marketing research.

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Applied Qualitative Marketing Research - Introduction: Part 2

Keith Perks, Honorary Fellow at the University of Brighton Business School, continues the introduction to applied qualitative marketing research.

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