Imagine you are a
researcher in the field of Consumer Behaviour. You have an exciting new
research idea and are hoping to attract research money by applying for funding
with a research proposal.
1.
attitudes and behaviour change; specifically, how
(one of) Cialdini’s persuasion principles can be used to affect consumer
behaviour
Write up the research proposal. Your research proposal should
consist of four parts: 1) an introduction; 2) a literature review; 3) a
proposed method; and 4) a conclusion.
The introduction should outline your new research idea,
specify your specific research question, and highlight the relevance of the
research idea. What is the practical application, that is, what practical
problem does your research address? How will policy makers and/or marketeers
benefit from the knowledge that your research would generate?
The literature review should provide an overview and
summary of the relevant research that has been conducted on the topic already.
This review should supplement the introduction in that it illustrates the
theoretical contribution of your research idea. What is novel about your
research idea? How does it extend our existing understanding of the topic? What
gap or contradiction in the literature does it address?
To summarize, your research proposal should include the following:
1. a relevant, novel and clearly formulated
research question
2. an adequate literature review which summarises
the relevant literature on the topic and highlights the research gap your
proposed research addresses
3. a proposed method that is appropriate for the
research question and discussed with adequate detail
4. a conclusion that highlights the possible
contribution of your proposed research
Key/suggested
references:
·
Journal of Consumer Research
·
Journal of Consumer Psychology
·
Journal of Marketing
·
Journal of Marketing Research
·
Journal of the Academy of Marketing
Science
·
Marketing Science
·
International Journal of Resaerch in
Marketing
·
Journal of Retailing
·
Journal of Advertising
·
Journal of Interactive Marketing
·
Psychology and Marketing
·
Psychological Science
·
Journal of Experimental Social
Psychology
·
Journal of Personality and Social Psychology