Marketing Research

 

Faculty Research Expertise

Faculty research and expertise in the Department of Marketing falls into the following areas:

Advertising Effects

Advertisements are aimed at capturing consumers' interest in what a company is advertising or to buy a product. Using persuasive and engaging communication, companies give the information on a product, idea, or service in the hopes that the consumer will behave in the way they want. Advertisements can be heavily influential in a consumers' buying habits.

Branding

All entities-- products, organizations, and persons—are branded when they are perceived to have an identity and a reputation that determines how producers and consumers relate to them. The name of the brand carries a cloud of associations that enables the observer to accept or reject it.

Business Analytics

Business to Business and Marketing Channels

Business-to-business (B2B) describes mutually beneficial relationships between businesses, such as a manufacturer and a wholesaler, or between a wholesaler and a retailer. This can be contrasted with business-to-consumer or business-to-government marketing.

Consumer Culture Theory

Consumer Culture Theory (CCT) is an interdisciplinary field of research oriented around developing a better understanding of why consumer do what they do and why consumer culture takes the forms that is does.

Consumer Psychology

Consumer psychology is the study of individuals, groups, or organizations and how they come to consume products, services, experiences, or ideas in order to satisfy their purposes. Consumer and social psychology describe consumers’ motivations, perceptions, cognitions, and actions in relation to goods and services, studying the impact that these processes have on both the consumer and the culture.

E-Commerce and Social Media

E-commerce is a type of marketing tool using computer-to-computer technology in order to buy and sell products or service, this is usually done over the internet. E-commerce also utilizes technology to transfer information important to buying, manufacturing, selling, distribution, and account process inherent to supply chain activities.

Emotion and Motivation in Consumer Decisions

All entities-- products, organizations, and persons—are branded when they are perceived to have an identity and a reputation that determines how producers and consumers relate to them. The name of the brand carries a cloud of associations that enables the observer to accept or reject it.

 

Financial Metrics

It is important for the companies to translate marketing resource allocations and marketing actions’ performance consequences into financial and firm value effects. Research in this area attempts to expand the knowledge on the financial impact of marketing actions and the effect of these strategic actions on shareholder value.

Judgment and Decision Making

How do people make decisions? What factors influence judgments and preferences? How do implicit biases affect our choices? Why does contextual information, that is not directly related to the options available, dramatically affect what we choose? Sometimes referred to as “behavioral economists,” judgment and decision making researchers investigates these and related questions.

Neuroscience of Consumer Behavior

The neurosciences of consumer behavior is the study of neurophysiological processes as explanations for how and why consumers, for example, choose one product over another, respond to advertising, assess value to product options, and build and maintain relationships with brands. Neuroscientific tools such as functional neuroimaging allow for a direct measurement of affective and cognitive processes at the brain level, and thus help gain a deeper understanding on consumers’ attitudes and behaviors.

 

Public Policy and Social Marketing

Understanding the importance of public policy in the marketing industry is pertinent. Not only do marketing professionals abide by regulations, but they also help influence and implement policy. This is particularly important as the rise in social marketing continues. Social marketing is the integration of philosophies like Corporate Social Responsibility into an organization’s business practices. Social marketing is aimed at achieving some goal(s) for social good.

Promotions

Promotions is one of the four elements of the marketing mix (price, product, promotion, and distribution). Companies use promotions as a way to communicate with consumers and bring attention to products by adding extra values towards the purchase.

 

 

Sales Force Issues

Being able to evaluate the impact of your sales force is pertinent in the world of marketing. Each business unit has a number of people and process in place in order to impact sales of a product or service. Business must continually evaluate the progress of their sales force teams, as sales is at the core of success.

 

Sociology of Consumption

In order to better understand consumers, research can be done on different human social behaviors. Understanding how these social behaviors can influence the way a consumer chooses to consume can greatly help professionals target their strategies to specific markets that are influenced by social interactions.

 

Strategy

Marketing strategy is a company's approach to business that secures and develops profitable customer relationships. It is the process that allows an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable future

Technology and Innovation

Companies use technology and innovation to create new products and services for consumers. Technology is also used to create new paths of communications with customers. Companies can utilize both to differentiate themselves from competitors.

 

Meet All Marketing Department Faculty