Topic : The impacts of influencer marketing on the way consumers perceive brands.
• Some concepts to begin with (you can use other relevant concepts if you wish so): Brand Personality, Brand Respect, Influencer Credibility, Online Brand Engagement, Brand Equity, etc.
Intended Learning Outcomes being assessed
By the end of this course students will be able to:
• Clearly identify various research designs, and explain the differences between exploratory, descriptive, and causal research designs.
• Analyse the nature, and scope of secondary, and primary data and be able to collect, analyse, and assess secondary, and primary data for specific research purposes.
• Differentiate between situations that call for qualitative, and situations that call for quantitative research.
• Explain the differences between qualitative, and quantitative marketing research in terms of the objectives, sampling, data collection, and analysis.
• Select the most appropriate qualitative research methods (e.g., focus-groups, in-depth interviews, semi-structured interviews, etc.) based on the purpose of the research problem.
• Apply a range of survey, scale, and questionnaire techniques in order to effectively conduct a survey.
• Recognise, and recommend the best sampling technique for different situations, and defend that recommendation.
• Explain the nature of descriptive statistics, and other methods of data analysis (e.g., t-tests, ANOVA, correlation analysis, etc.)
• Effectively write a marketing research proposal.