Group Project Guidelines-Marketing Research 345

Overall goal

: use publicly available online information to generate insights for companies and managers.

Data sources

: products online customer review data; brands or companies twitter or face book data;

or other online information you can think of.

Stage 1: Define Marketing Research Question

Guidelines:

1. Identify one product or one company that interests you most (you need a context).

2. Browse online customer review or tweets of that product/brand/company

3. Think about two things simultaneously: (1) what are the outcome variable (y variable) are available?

(2) what are the interesting patterns you think/observe that may affect this outcome variable?

4. Think about what variables that may not be of your key interest but may also affect the outcome

variable (control variables)?

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Idea example 1:

Overall statement: What are the characteristics of reviews that will generate more helpful votes for

product xyz?

Specific objectives:

Do longer reviews lead to more helpful votes?

Do reviews that mention negative side of the product have more helpful votes?

Do reviews that are more emotional have more helpful votes?

Do reviews that cover a wider range aspects of the product have more helpful votes?

Control variables: how recent the review is, the experience of the reviewers.

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Idea example 2:

Overall statement: What are the characteristics of tweets will attract more attention (e.g., go virality) for

product/brand/company xyz?

Specific objectives:

Do longer tweets lead to more retweets?

Do humorous tweets have more retweets?

Do tweets that have video content have more retweets?

Do tweets that are situational (e.g., holidays, super bowl) have more retweets?

Control variables: weekends vs. non-weekends, the time lag to the previous tweet.

Your individual assignment submission:

1. Write down your own idea in the format of the above examples.

2. Add one paragraph of explanation, why this research question interest you.

3. Please submit your assignment to Canvas by 2/20 Thursday.

Stage 2: Develop Measurement/Scale

We will continue after your submission of research question.