MGT 748 Buyer Behavior and Advertising Research, examines the basic psychology of human motivation and consumer satisfaction. It explores qualitative and quantitative targeting research methods used to evaluate the consumer decision making process. Your findings will help you identify and prevent possible bias in advertising research. Instead, you will learn how to compare and contrast the effectiveness of the various methods of contemporary advertising research.
Another focus is the analysis of various social, cultural, legal, and economic obstacles and opportunities faced by advertising researchers. By evaluating the effect of social media on the buying and decision making process, you’ll be more prepared to recommend specific courses of action using practical application of the collected data.
Coursework is designed for thorough analysis and decisive action. Here are examples of some assignments you may complete as part of MGT 748 Buyer Behavior and Advertising Research.
- What personally motivates you, as a consumer, to stay loyal to a particular brand?
- Describe a recent major purchase which occurred primarily due to a personal attitude shift.
- Create a research proposal on the effectiveness of Facebook’s advertising opportunities, and present a plan for improvement or describe a new direction.
Each week of this course focuses on a different theme. Your group discussions and coursework will align with the week’s theme as well as its primary objectives. All weekly course material is proposed and subject to change.
Week 1 – Consumer Motivation and Satisfaction
During the introduction week, you’ll learn to:
- Explore the fundamental definitions and drivers of consumer motivation and satisfaction.
- Define the roles that advertising serves for individuals and society.
- Understand the DAGMAR model, which presents the nine different effects of advertising.
- Examine memory, which is the cornerstone of consumer loyalty.
Week 2 – The Decision Making Process
In week two, you’ll learn to:
- Build a deeper understanding of the decision making process and the psychology of persuasion.
- Explore the fundamentals of comparison and evaluation, and their influence on individual and societal logic.
- Identify the traditional methods in advertising/mass communication that affect attitudes, beliefs, and actions.
- Examine the groundbreaking theories and methodologies used to create and maintain consumer satisfaction throughout the decision making process.
Week 3 – Segmentation and Targeting
Throughout week three, you’ll learn to:
- Gain a functional understanding of human psychology.
- Identify, describe, and appeal to specific segments of the overall population.
- Understand the importance of effective segmentation and targeting strategies.
- Explain how marketers use various theories of psychology to influence the buying behavior.
- Explore the concepts of social validation and how group values and lifestyles affect an individual's actions.
Week 4 – Advertising Research Methods (Qualitative vs. Quantitative, Primary vs. Secondary)
During the midpoint week of the course, you’ll learn to:
- Identify the research tools and techniques used in the advertising industry.
- Understand how the "ends" of research findings are unique to the advertising industry.
- Explore the various means of advertising research.
- Gain a deeper understanding of the utility and application of the advertising research.
- Define qualitative vs. quantitative, and primary vs. secondary research.
Week 5 – Modern Tools and Resources and for the Advertising Researcher
As you progress to week five, you’ll learn to:
- Analyze the most common tools and resources available to the advertising researcher.
- Discuss how to extract qualitative and quantitative data.
- Utilize data to modify attitudes, values, and behaviors in the marketplace.
Week 6 – Identifying and Preventing Bias in Advertising Research
In week six, you’ll learn to:
- Consider sources of bias that interfere with credible data collection and analysis.
- Perform an in-depth investigation into the risks and challenges.
- Analyze the inherent biases in various research tools and methods.
- Explore the means of minimizing or even eliminating researcher bias.
Week 7 – Social Media and the Global Researcher
Throughout this week, you’ll learn to:
- Explore the various forms of social media.
- Explain how social media is currently being utilized by a variety of companies and industries.
- Evaluate the effects that social media has had on the buying and decision making processes.
- Analyze the current and future potential uses of social media in the global marketplace.
Week 8 – Ethical and Legal Challenges in Advertising Research
During the last week, you’ll learn to:
- Identify regulatory agencies that monitor, guide, and discipline in the research process.
- Explore the rules and regulations vs. honesty and integrity in conducting research.
- Examine the practices of contemporary advertising research in terms of their social, cultural, and ethical responsibilities.