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BUS345 Marketing Research Assignment Solution
Introduction / Background
In the current scenario, consumers get some data through interpersonal sources that may affect the decision with regards to buying the brand. The investigation issue illustrates the impact of user-generated contents from social media on consumer buying behavior. The advertisement commercial and non-personal message builds awareness among consumers with regards to word of mouth, products or services and brand in which data are transferred between different consumers. The key role of the company is to alter the behavior of consumers with respect to products and services. The cause for such performance management is interpersonal sources that are credible and reliable as compared with non-personal and commercial sources. Therefore, the observation has evaluated that the consumer relies on the WOM in order to purchase any products with services (Kumar, et. al., 2016).
Abbreviations and Acronyms
1. IT: Information technology
2. WOM: Word of mouth
3. SNSs: Social networking sites
The key aim of this investigation is to assess regarding the impact of user-generated contents from social media on consumer buying behavior. Following objectives would be used to complete the main aim of this investigation:
1. To assess about the purchases made by customers for different products and services
2. To investigate regarding the SNSs user’s view, opinion and social media on consumer buying behavior of the friends and individuals towards choice of coffee shop in Melbourne
3. To determine hoe logo & brand influences choice of coffee shop
4. To determine if coffee brand and logos influence coffee shop
1. H0: There is no significant relationship between user-generated contents from social media and consumer buying behavior for coffee shop brand i.e. Starbuck
2. H2: There is a significant relationship between user-generated contents from social media and consumer buying behavior
Type of study
In this research study, a qualitative research design would be practiced by the research scholar to achieve the objectives of the investigation, as this technique delivers conceptual aspects. For evaluating the responses of research participants, the subjective questionnaire will be considered. This type of questionnaire would be practiced to obtain conceptual information with respect to the impact of user-generated contents from social media on the purchasing behavior of the customer (Sigala, 2016).
In this research, the interview method will be carried out on coffee shop i.e. Starbuck in Australia for assessing the research issues. Moreover, the sample size for this research would be 75 i.e. suitable sample sizes because a large number of sample sizes will aid to select different age-group of people in research (Schivinski, and Dabrowski, 2016).
Research approach and method
An interview would be performed to analyze the impact of user-generated contents from social media on consumer buying behavior. Through the interview, the researcher will assess the factors and the cognitive aspect that is used by customers during the purchasing decision. The responses of the research candidates will be recorded after the rotation of the questionnaire (Godey, et. al., 2016). It is also analyzed that for obtaining appropriate information with respect to the research question, direct and face to face questionnaire will be an effective approach as it will offer reliable and authentic information (Kim, and Johnson, 2016).
In this research 100 research participants are used as a sample size to conduct a questionnaire. Maximum research participants are the visitors of a coffee shop in Australia. These participants were completed the questionnaire between 11 am to 6 pm that is the opening and closing time of coffee shop i.e. Starbuck. This format of the interview questionnaire is created close-ended because no candidate has free time to spend on face to face interview technique (Nadeem, et. al., 2015). The research will focus on the inclusion and exclusion criteria like visitors of the coffee shop will be in inclusion category and will be in exclusion category. Simple random sampling method of the sampling techniques would be practiced in this research study. This technique of sampling decreases the chances of partialities from interview through questionnaire because it provides similar opportunities to every research participants to share their responses (Dessart, Veloutsou, and Morgan-Thomas, 2015).
This research will develop the understanding regarding the purchasing process of consumers towards any products and services. It will also find that social media can have a high impact on the consumer buying behavior of the individual. This research will help to understand the ways of sharing the data from several business operators. It will also help to provide a medium with respect to the business operator.
For this research, both primary and secondary data collection method will be used for obtaining the depth information regarding research issue. In this way, primary data will be collected through interview and secondary data will be collected through different sources like journal articles, government publications, newspapers, textbooks, and online websites (Kim, et. al., 2015). The researcher will gather these data from 11 am to 6 pm that is the opening and closing time of the coffee shop i.e. Starbuck. Demographic data will contain the age, gender and income of visitors and other potential confounding data will be related to research objectives. There are two variables such as independent and dependent variable in this research. In this way, the independent variable would be user-generated contents from social media and the dependent variable would be consumer buying behavior. The researcher will focus on the privacy and confidentiality of the researcher to conduct ethical research. They will also secure the storage of data by using a password in the computer where data will be stored.
There is risk related to high costs and time, fake result, bias of interview, and privacy risk. These risks may hamper the result of research.
After pooling the investigation, the researcher will assess the data through statistical data analysis technique. In this way, mean, mode, media and standard deviation will be used to assess the gathered information. At the same time, the secondary outcome will be assessed through content analysis. It is stated that statistical methods to be used for assessing the quantitative information regarding research issues (Nadeem, et. al., 2015).
Quality assurance, monitoring & safety
For quality assurance, monitoring and safety, the researcher will use IT tools such as password system. These tools would be beneficial for securing the data and provides safety to employees (Nadeem, et. al., 2015). The researcher will also assure the participants that their information will not be used in other research and discusses with them about research subject matter.
During the research completion, an investigator will use the privacy act for making the confidentiality of research participants.
Finance and resource use
Dissemination of Results and Publication Policy
The researcher will disseminate the results and use publication policy such as retail associations, hospital associations, and Warrenty journals. It would be beneficial for providing the information through different customers about the impact of social media.
1. Dessart, L., Veloutsou, C. and Morgan-Thomas, A., 2015. Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), pp.28-42.
2. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), pp.5833-5841.
3. Kim, A.J. and Johnson, K.K., 2016. Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 58, pp.98-108.
4. Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on hotel performance. International Journal of Hospitality Management, 44, pp.165-171.
5. Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., 2016. From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), pp.7-25.
6. Nadeem, W., Andreini, D., Salo, J., and Laukkanen, T., 2015. Engaging consumers online through websites and social media: A gender study of Italian Generation Y clothing consumers. International Journal of Information Management, 35(4), pp.432-442.
7. Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), pp.189-214.
8. Sigala, M., 2016. Introduction to Part 1. In Social Media in Travel, Tourism, and Hospitality (pp. 29-32). UK: Routledge.