A Practice as an Author
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I) Abstract
The abstract should inform the reader in a succinct manner as to what the article is about and what the major contributions are that are discussed.
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Brand Relationships and Switching Behaviour for Highly Used Products in Young Consumers
Abstract continued.
The purpose of this study is to: (a) establish that brand relationships postulated in the literature exist along all dimensions for young consumers in the emerging market context; (b) investigate the influence of peer influence, family influence, and brand relationships on switching intentions amongst young consumers; and (c) examine the impact of price changes on switching intentions in the context of brand relationships.
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Dr. Chandan A Chavadi, Associate Professor , Presidency Business School, Bangalore
Brand Relationships and Switching Behaviour for Highly Used Products in Young Consumers
The results indicate that young consumers do form relationships with brand(s) on all the six dimensions of consumer brand relationship that have been postulated in the literature. The results suggest that love and passion dimension of brand relationship is stronger amongst teenagers as compared to young adults; that family has a relatively stronger influence than peers, and that consumers do compare price irrespective of how strong the brand relationship is.
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Dr. Chandan A Chavadi, Associate Professor , Presidency Business School, Bangalore
Key words.
Brand Relationships, Brand Consumption, Switching Intentions, Peer Influence, Family Influence, Price Comparison.
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Title
Before title is evolved, identify the target journal and area of focus. Each journal/magazine normally has an area of focus. Choose topic which is contemporary and interest to scholars.
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Journal.
Example : ICFAI Journal of Marketing Management Area of Focus - Marketing Strategy, Marketing Research and Techniques Brand Management, Advertising, Consumer Behavior, Emerging and Interdisciplinary Issues.
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Journal
Example: ICFAI Journal of Applied Finance Area of Focus - Business Environment, Regulatory Environment, Equity Markets , Debt Market, Corporate Finance , Financial Services, Portfolio Management, International Finance , Risk Management
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460: Quantitative Methods & Information Systems (QMIS) 470: QMIS 480: Public Policy & Management/Strategy 490: QMIS/Strategy 500: Strategy 510: Rural Marketing 520: Strategy, Competitiveness 530: Supply Chain Management, Information Systems 540: Strategy/Environment 550: Strategy/Policy 560: Tax
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General Accounting and Control Agriculture and Rural Development Communication Economics Finance Global Management Information Technology and Systems Innovation and Entrepreneurship Marketing Organizational Behaviour and HRD Strategic Management and Leadership Public Systems Operations Management
Dr. Chandan A Chavadi, Associate Professor , Presidency Business School, Bangalore
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Magazine
Example: Marketing Mastermind Magazine Area of focus Cover story, Marketing communication, Marketing Strategy, Consumer survey, Emerging trends Example: Advertising Express Magazine Area of focus Advertising articles, Perspective, Research, features viewpoint, news roundup and case study
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Examples
Area of focus: Consumer behaviour Title: Perceptions and Preferences of mobile advertising in India Target journal: Vikalpa Title:Consumers Preferences for Financial Dailies: An Empirical study in Bangalore Target journal: IJMM
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II) Introduction
Start with an attention-getting broad statement that establishes a general topic for the article. Narrow the topic in successive sentences that outline the state of the art and introduce a gap in knowledge. End the introduction with a general statement of the problem and optional supporting/specifying statements.
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Research Objectives
Clearly defined objectives help in solving the main problem These objectives tend to solve the problem or identify opportunities The objectives should not be repetitive in nature Framework and parameters of the study should be selected carefully
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Literature review
Its ultimate goal is to bring the reader up to date with current literature on a topic and forms the basis for another goal, such as future research that may be needed in the area. A well-structured literature review is characterized by a logical flow of ideas; current and relevant references with consistent, appropriate referencing style; proper use of terminology; and an unbiased and comprehensive view of the previous research on the topic.
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Hypothesis of Study
Hypothesis means statement of assumption. We try to understand the behavior of the entire population by analyzing the assumptions of the sample. Hypothesis should get exposed or emerge from LR Assumptions may be wrong or right i.e., Hypothesis may be accepted or rejected.
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Brand Relationships and Switching Behaviour for Highly Used Products in Young Consumers
Hypotheses Example H1(a): G1 and G2 develop relationships with the brand on different brand dimensions. H1 (b): As compared to G2, G1 will have stronger brand relationships H2 (a): As compared to G2, G1 will show a greater importance to brand consumption to express their affiliation to a particular social group H2 (b) (i): Positive feelings on purchasing a brand will positively influence consumption related affiliation to a particular social group. H2 (b) (ii): Consumption-related affiliation influence will be stronger for G1 as compared to G2.
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Exploratory studies
Descriptive studies
Causal Studies
Literature search
Experience survey
Focus groups
Longitudinal
Cross sectional
Natural experiments
Controlled experiments
True panel
Omnibus panel
Sample survey
Time series
Cross sectional
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Longitudinal Study
An investigation that involves taking repeated measures over time. Useful for conducting trend analysis, tracking changes in behavior over time (e.g., brand switching, levels of awareness, turnover) and monitoring long-term effects of marketing activities (e.g., market share, pricing effects) True panel vs. omnibus panel
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Causal Research
Examples of experimentation in marketing Market test (test marketing) Advertising response (recall, affect, attitude toward ad elements) Promotional design (consumer response to promotional deals, incentives, tie-ins Store layout and design Product positioning Color tracking and package design
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Example: Causal research Title: A study of variance in attitude towards Ad across tweenagers to adults An experimental approach was adopted to study the impact of given communication cues in a controlled environment. Communication cue was the manipulated variable with three variants model picture, model caricature and informative copy. Age group was the independent variable with five levels: 10-12 years(tweenagers), 13-17 years(teenagers), 18-24 years (youth), 25-34 years( young adults) and 35-45 years (adults). Communication cues across five age groups was studied for two product categories mobile and biscuits
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38 22 32 85 26 37 00 62 27 74 46 02 61 59 81 87 59 38 18 30 95 38 36 78 23 20 19 65 48 50 45 73 80 02 61 31 10 06 72 39 02 00 47 06 98 06 86 88 77 86 59 57 66 13 82 33 97 21 31 61 60 84 18 68 48 85 00 00 48 35 48 57 63 38 84
Step 1: Assign all the 100 members of the population a unique number.You may identify each element by assigning a two-digit number. Assign 01 to the first name on the list, and 00 to the last name. If this is done, then the task of selecting the sample will be easier as you would be able to use a 2-digit random number table.
NAME NUMBER NAME NUMBER
Adam, Tan Carrol, Chan . Jerry Lewis . Lim Chin Nam . Singh, Arun .
01 08 18 26 30
Tan Teck Wah .. Tay Thiam Soon .. Teo Tai Meng . Yeo Teck Lan Zailani bt Samat
42 61 87 99 00
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Sample size
Example A publishing wants to know what percent of the population might be interested in a new magazine on making the most of your retirement. Secondary data (that is several years old) indicates that 22% of the population is retired. They are willing to accept an error rate of 5% and they want to be 95% certain that their finding does not differ from the true rate by more than 5%. What is the required sample size? http://www.statpac.com/statistics-calculator/
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Total Population
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Non-Probability Sampling
Every element in the universe [sampling frame] does not have equal probability of being chosen in the sample. Operationally convenient and simple in theory. Results may not be generalized.
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Probability Sampling
Four types of probability sampling
Systematic sampling
Requires the sample frame only, No random number table is necessary
Cluster sampling
Use of random number table may be necessary
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Evaluation Criteria
Non-probability sampling
Exploratory
Larger non-sampling error Low [Homogeneous] Unfavorable Low Relatively shorter Low
Nature of research
Relative magnitude sampling vs. non-sampling error Population variability Statistical Considerations Sophistication Needed Time Budget Needed
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Stratified sample
To choose a stratified sample, divide the population into groups called strata and then take a sample from each stratum. For example, you could stratify (group) your college population by department and then choose a simple random sample from each stratum (each department) to get a stratified random sample. To choose a simple random sample from each department, number each member of the first department, number each member of the second department and do the same for the remaining departments. Then use simple random sampling to choose numbers from the first department and do the same for each of the remaining departments. Those numbers picked from the first department, picked from the second department and so on represent the members who make up the stratified sample.
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Cluster sample
To choose a cluster sample, divide the population into strata and then randomly select some of the strata. All the members from these strata are in the cluster sample. For example, if you randomly sample four departments from your stratified college population, the four departments make up the cluster sample. You could do this by numbering the different departments and then choose four different numbers using simple random sampling. All members of the four departments with those numbers are the cluster sample.
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Systematic sample
To choose a systematic sample, randomly select a starting point and take every nth piece of data from a listing of the population. For example, suppose you have to do a phone survey. Your phone book contains 20,000 residence listings. You must choose 400 names for the sample. Number the population 1 - 20,000 and then use a simple random sample to pick a number that represents the first name of the sample. Then choose every 50th name thereafter until you have a total of 400 names (you might have to go back to the of your phone list). Systematic sampling is frequently chosen because it is a simple method.
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Determine the type of sampling used (simple random, stratified, systematic, cluster)
1. A soccer coach selects 6 players from a group of boys aged 8 to 10, 7 players from a group of boys aged 11 to 12, and 3 players from a group of boys aged 13 to 14 to form a recreational soccer team. 2. A pollster interviews all human resource personnel in five different high tech companies. 3. An engineering researcher interviews 50 women engineers and 50 men engineers. 4. A medical researcher interviews every third cancer patient from a list of cancer patients at a local hospital. 5. A high school counselor uses a computer to generate 50 random numbers and then picks students whose names correspond to the numbers.
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Solutions
1) Stratified 2) Cluster 3) Stratified 4) Systematic 5) Simple random
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Non-probability samples
Convenience sampling
Drawn at the convenience of the researcher. Common in exploratory research. Does not lead to any conclusion.
Judgmental sampling
Sampling based on some judgment, gut-feelings or experience of the researcher. Common in commercial marketing research projects. If inference drawing is not
Quota sampling
An extension of judgmental sampling. It is something like a two-stage judgmental sampling. Quite difficult to draw.
Snowball sampling
Used in studies involving respondents who are rare to find. To start with, the researcher compiles a short list of sample units from various sources. Each of these respondents are contacted to provide names of other probable respondents.
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Chi-square Example
A drug manufacturing company conducted a survey of customers. The research question is: Is there a significant relationship between packaging preference (size of the bottle purchased) and economic status? There were four packaging sizes: small, medium, large, and jumbo. Economic status was: lower, middle, and upper. The following data was collected.
lower middle upper
small
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Chi-square Output
Chi-square statistic = 9.743 Degrees of freedom = 6 Probability of chance = .1359
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Findings
Summarizes the various outcomes of the study Must answer all the objectives of study (Research Objectives)
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Example of Research Design Do private brands result in store loyalty? An empirical study in Bangalore
Research approach - Exploratory study - explore the factors from LR, interacting with organized retailers and customers outcome - 30 attributes Pretesting with 25 respondents outcome finalized 20 attributes which affect store choice First phase - exploration of attributes Second phase - Association between important variables Third phase contribution of private labels in terms of total sales and growth rate
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Sampling method - convenience sampling Sample framework - organized retailers Sample units - customers visiting shoppers stop, lifestyle, Food world, etc Number of sample units - 350 customers and 25 organized retailers Data collection mode - Personal interview using structured questionnaire Duration - March 2010 to June 2010 Statistical tools -Chi-square and factor analysis
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Managerial Implications
Takeaways to management Explores the variables which impact the business operations
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Conclusion
The vital information that author wishes to communicate it to the reader
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References
The sources of secondary data to be mentioned. Follow the standards of writing references
APA: American Psychological Association Style MLA: Modern Language Association Style CMS: Chicago Manual Style
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example:
Townsend, R. M. (1993). The medieval village economy. Princeton: Princeton University Press.
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example:
Townsend, Robert M. The Medieval Village Economy. Princeton: Princeton UP, 1993.
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example:
Townsend, Robert. The Medieval Village Economy. Princeton: Princeton University Press, 1993.
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Appendix
Any additional information that supports the article. The information will enable the reader to understand the article in a better way.
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3) Why so? - Are the underlying logic and supporting evidence compelling? - Are the authors assumption explicit? - Are the authors views believable? 4) Well done? - Does the paper reflect seasoned thinking, conveying completeness and thoroughness? - Do the arguments reflect a broad, current understanding of the subject?
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5) Done well? - Is the paper well written? - Does it flow logically? - Is it well done? - Does the papers appearance reflect high professional standards? 6) Why now? - Is this topic of contemporary interest to scholars in this area? - Will it likely advance current discussions, stimulate new discussions or revitalize old discussions?
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