PART 1 Objectives:
1) Identify two relevant scholarly, peer-reviewed articles for your research topic (choose one from below); and
2) Learn how to summarize the articles.
See bolded parts for examples.
Directions: Complete the following 4 steps.
Step 1: First, pick one research topic from the list below. Note that a research topic is usually stated as a broad question.
Topic 1: What are the barriers to the adoption of self-driving cars?
Topic 2: What factors influence consumers to use online streaming services?
Topic 3: What factors drive consumers to adopt wearable fitness devices?
Topic 4: What influences consumers’ choices of organic foods?
Topic 5: What affects consumer acceptance of sharing-economy services?
Topic 6: What affect students’ decisions on taking online (vs. in-person) classes?
Topic 7: State your own topic if you do not want to choose from Topics 1-6.
Research Topic (questions): What determines the effectiveness of social media advertising?
Step 2: Identify 4-6 keywords for the research topic. You will use these keywords to conduct search using the SJSU Library database – ABI/INFORM.
here is the link for ABI?INFORM https://search-proquest-com.libaccess.sjlibrary.or… ID:009966216 PW: P!niie25092609
Keywords for your research topic: ___________________ ____________________ _______________________ ___________________ ____________________ ______________________
Keywords: Social media advertising, Ad clicks, Online motivations, Hierarchy effect of advertising, Fan of brand, Word-of-mouth
Step 3: Find two relevant peer-reviewed articles by following a video tutorial (Finding peer reviewed articles). Provide a summary of each article, which should cover four elements as follows:
1) research objective/purpose
2) research methods (e.g., survey, experiment, sample size, study location)
3) research findings
4) briefly explain why this particular study is relevant to your project
Note: Do NOT simply copy and paste the abstract of the article. Instead, write the summary in your own words. Word limit: 150-200 words per summary.
The link to find peer reviewed articles: https://library.sjsu.edu/video/finding-scholarly-p…
Example: Zhang and Mao (2016) proposed and tested a model on the effectiveness of social media advertising with a focus on display ads. They wanted to reveal how consumers’ online motivations such as consumption and connection affect their ad clicking behavior, which in turn may affect their product evaluations and behavioral intentions. Data were collected from 613 social media users and the model was tested with structural equation modeling. Zhang and Mao (2016) found that as expected, both consumption and connection motivations drive consumers’ favorable perception of the display ad in terms of informativeness and entertainment, which leads to their ad clicking behavior. Ad clicks then positively affect consumers’ product evaluations and intentions to purchase the product and spread positive WOM about the product. Zhang and Mao (2016) study is relevant to the current project because it helps reveal the impact of online motivations on clicking display ads. It would be interesting to examine if these motivations will also affect other forms of online or social media advertising.
Step 4: Provide the reference information of each article below using the APA style. The format is: author’s last name, first name initial. (year). Article title. Journal title, volume (issue), page numbers.
Example: Zhang, J., and Mao, E. (2016). From online motivations to ad clicks and to behavioral intentions: An empirical study of consumer response to social media advertising. Psychology & Marketing, 33(3), 155-164.
Go over the checklist BEFORE you submit your IPA2:
Are your articles scholarly, peer-reviewed? Note that (online) news magazines, (online) trade journals and books are NOT peer-reviewed.
Are your references in the APA style?
Do you use in-text citations properly, that is, using authors’ last names (year) to refer to the article in your summary? Do not mention the title of the article, journal title, or author’s affiliation information in your summary.
Does your submission contain your work ONLY?
PART2: Marketing Research Jobs
Search 2 jobs for marketing research positions on job-hunting websites (e.g., Monster.com and LinkedIn) and discuss the job responsibilities. Be sure to provide the job links and connect your discussion to the course concepts, such as research analyst and forecast analyst, etc in Chapter 4.
To earn full points, you need to 1) have your original post and 2) respond to at least two classmates’ posts.
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