cal state la night v lafc

Individual Assignment: Qualitative Article Review

(Submit Only ONE Page in Total)

Student Name:  Aaron Rodriguez                Student CIN: 304949598  
                 Class:MKT4460 - Fall20018

Article: Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.

Research questions: What is the brand usage history and what are the details of that history?

Methodology used: Constant comparative method using axial selective coding procedures looking for the range of types in the relationship category, the processes by which relationships developed over time, the conditions under which relational phenomena were pronounced or minimized, and the major consequences of relationship engagement, especially those concerning other noteworthy brand phenomena

Findings:  For each woman interviewed, the author was able to identify an interconnected web of brands that contributed to the enactment, exploration, or resolution of centrally held identity issues. Thus, relationships were seen to cohere at a portfolio level where brands were marshaled across category boundaries for their meaning-provision purposes

 Theoretical and Managerial Implications: The background and history of an individual can determine how people feel about certain brands. Those who have similar backgrounds and histories may have an interconnected community and similar preferences to products across category boundaries.

Marketing Research Assignment (1 Mark)

The purpose of this assignment is to provide exposure to the process by which knowledge in marketing is developed by asking you to review a recent research paper in marketing. In your class coverage of Literature Review, you are introduced to different types of pre-established academic articles in a given topic. This assignment component complements this coverage by giving you an opportunity to do a literature review for a scholarly article. Previously submitted work in another class is not accepted.

Steps to take:

1-      Choose one of the following top marketing academic journals. You can find these journals at Cal State LA Library website. It is really important that you stick with this list. If you cannot find the article in any of the listed journals, you can find it in other non-listed journals.

a.       Journal of Consumer Research

b.      Journal of Marketing

c.       Journal of Marketing Research

d.      Journal of Consumer Psychology

e.       Journal of Interactive Marketing

f.        Journal of the Academy of Marketing Science

g.      International Journal of Research in Marketing

h.      Journal of Business Ethics

i.        Journal of Personality and Social Psychology

j.        Journal of Public Policy and Marketing

k.      Journal of Business Horizon

l.        Journal of Personality and Social Psychology

m.    Journal of Business Research

n.      Management Information System Quarterly (MISQ)

o.      Information System Research

p.      Journal of Management Information Systems

q.      Journal of Strategic Information Systems

2-      Chose ONLY ONE of these topics that interests you.

a.       What is the value of data visualization to companies? For example, how do companies such as Netflix or Amazon increase their customers’ likelihood to click on their next suggestions by using data visualization? (It does not need to be Amazon or Netflix, they are just examples.)

b.      Data privacy sensitivity: What factors do affect individuals’ data privacy and data sharing online? What benefits would convince people to share their data online and be less sensitive to data sharing?  

c.       Personal attachment and donation: how emotional attachment to the pieces to be donated affects subsequent monetary or non-monetary donation? For example, would donating nostalgic items make it harder or easier to donate later?

Note: When you are doing a literature search, you need to use keywords that are related to one of these research questions. You will not find the exact word-by-word or all the phrase in question, this is totally fine. Use the keywords based on these suggestions or your judgment. For example, you can replace shelf placement with shelf location or retailer assortment etc. It is important for you to learn this process to find the most relevant articles, not the exact research questions because they don’t exist.

3-      The article should be recent and published in 2013, 2014, 2015, 2016, 2017, or 2018.

4-      Read the article carefully and answer the questions in the separate word file called Review. The answers should be ALL in ONE PAGE. These questions focus on (a) major research questions, (b) major findings, and (c) implications for marketing. These papers may include the technical/quantitative methodology sections, but don’t let these parts change your focus: the basic contribution of the paper to marketing knowledge. The paper review should clearly reference the article and be in your own words and interpretation.

5-      This one-page review should be single-spaced, using font size 11, with 1-inch margins (2.54cm) on all sides. In the upper corner, print your name, student CIN, and class section.

6-      Electronically submit (upload) your one-page review (word document) along with the pdf file of your chosen article on Canvas. DO NOT submit/email your paper review to your professor. It is OK if the review document exceeds one page.

Please note that the paper reviews must be your own words and work (i.e., no collaboration is permitted) and that the rules of the University Academic Code of Conduct apply.

How to answer questions:

Research questions:

Explain the main research question(s). This is the purpose of the study. If the authors have proposed and/or tested hypotheses, summarize the proposed hypotheses.

Methodology used:

Explain the research methodology used (in your opinion, is it qualitative, observational, descriptive, exploratory, survey, experimental etc.). If the authors have collected data, indicate the number of studies and the sample size of each study.

Findings:

Briefly summarize their findings. If the authors have proposed hypotheses, indicate the support for each hypothesis.

Theoretical and Managerial Implications:

Briefly explain the implications of this article. How does it help marketing managers or consumers or government / regulatory agencies?