Southeast Business School

Assignment On

Final Term Exam

Course Code: MKT4154

Course Title: Marketing Research

Section: 01

SUBMITTED TO

Aruna Anwar
(Lecturer Southeast University)
Southeast Business School

SUBMITTED BY

Name: Md. Muttasim Billah

ID: 2016010000397

Batch: 42

Date of Submission: 11/10/2020

 Answer to The Question No- 1 (Part-A)

Summary of The Article:

Based on the five themes this article reviews the role of digital and social media marketing in
consumer behavior. To use the internet, social media, mobile apps, and other digital
communication technologies has become part of billions of people’s daily lives. People also
spend increasing time online, people are exposing themselves to more and more digital and
social media. Here people are use this as a consumer and they purchase product by various types
of online platform and communicate with others to share their experience by these platforms. It
is therefore necessary for consumer research to examine and understand consumer behavior in
digital environments. The five themes are (i) consumer digital culture, (ii) advertising, (iii)
impacts of digital environments, (iv) mobile, and (v) online WOM and reviews. The most
popular themes were online WOM, which was covered by almost half of the articles, and
advertising, represented by slightly over one-quarter of the articles. Consumer digital culture
research considers, quite deeply, the digital environments in which consumers are situated.
Together, these articles make an important conceptual contribution around how we see
consumers in a digital world, particularly by implying an expanded conception of what it is to be
a consumer in today’s digital world. Digital advertising is a major topic in the marketing
literature and, with respect to consumer behavior, considers how consumers respond to various
aspects of digital ads. A number of recent articles considered behavioral aspects of digital
advertising from various perspectives. Negative responses to retargeting are found, but this is
mitigated when consumers’ preferences have become more refined. Consumer behavior in
mobile settings is increasingly important, as consumers use mobile devices more frequently. This
is particularly interesting in shopping contexts. This is an interesting contribution because work
on how consumers physically interface with mobile devices and how that influences decision
making process of consumers. In many product categories mobile display ads have no effect, but
that they do lift attitudes and intentions for high-involvement, utilitarian products. Online WOM
and reviews was the most-represented topic across all articles in this review, which is
unsurprising given the reliance consumers seem to have on socially sourced online information.
A number of subthemes were covered recently. Different types of company considered product
in differently, maybe it could be a negative or positive. Another important topic recently
examined is differences between online and offline WOM. Other recent articles considered other
online WOM-related issues. To using digital and social platform, many companies examined
consumers transmission behavior. The digital/social media consumer behavior literature is fast-
growing and largely focuses on phenomena that are practically relevant and theoretically
interesting. Another high-potential direction for future research is to consider how various kinds
of digital environments (including social media and mobile) impact a wide variety of consumer
outcomes, including psychological and economic constructs. Few articles have done this, though
it is likely that a multitude of consumer outcomes are influenced by the digital environments in
which they are increasingly situated. One-shot experimental studies may need to be
complemented by longitudinal experiments and archival data capturing consumers’ digital
exposures, online social interactions, and behaviors over time. Finally, researchers should
consider emerging important topics, particularly consumer privacy issues in the context of digital
marketing and social media. there has been much activity in the consumer behavior/psychology
literature in recent years, and many important contributions to knowledge have been made.

Research Methodology:

Research design

This research is an exploratory research because the researcher wants to know new information
about the role of digital and social media marketing in consumer behavior. This study is
qualitative. Qualitative research approaches have been used in this study to generate research
information. This research shows about the online market and how consumers react to digital
advertising. This research helps to get new and more accurate information about the digital and
social market.

Sample and Sampling Technique

Here every people around the world are population and who use social media and internet they
are sample of the study. Here they will use a random sampling technique.

Data collection

In this study researcher analyze the secondary data only. Because primary data was not available.
They collect secondary data from others article, newspaper, internet, etc.

Tools

They analyzed the data by using MS Word and MS Excel. They used Excel for graphical
representation. To analyze other qualitative data, they used MS Word.
 Answer to The Question No- 2 (Part-B)

1.

Yes, the methodology appropriate for the research objectives. Because this methodology is well
designed. Here the researcher mentioned how they will conduct the research, who are the
population, who are the sample and how the technic is used, how they collect the data. So, I think
it enough for a good methodology.

Disadvantages of sampling approach:

 Since choice of sampling method is a judgmental task, there exist chances of biasness as
per the mindset of the person who chooses it. 
 Improper selection of sampling techniques may cause the whole process to defunct.
 Selection of proper size of samples is a difficult job.
 Sampling may exclude some data that might not be homogenous to the data that are
taken. This affects the level of accuracy in the results.

Disadvantages of the method of questionnaire administration:

 Dishonest answer.
 Lack of personalization.
 Unanswered question.
 Hard to convey feelings and emotions.
 Some questions are difficult to analyse.
2.

Strong points of the questionnaire:

The questionnaire is understandable for all respondents and well designed and arranged. And
these are the strong points of the questionnaire. The amount of questions in the questionnaire are
few. So, respondents will not lose their interest to fill up the questionnaire.

Areas of the questionnaire that should be improved:

The questionnaire is well structured. But I think there is an area that should improve. The
researchers designed the questionnaire very well but they started with a target question and they
added some questions about personal information at the end of the questionnaire. The questions
about personal questions should be added in the first portion of the questionnaire. Because most
respondents feel comfortable to answer easy questions at the first moment.

3.

A profile of respondents of this questionnaire survey:

There were 5 types of respondents by considering the age group.

Age                                                 Number of respondents

Under 20                                                 8 respondents

21-30                                                      30 respondents

31-40                                                      14 respondents

41-50                                                      21 respondents

51 and up                                                18 respondents

There were 91 respondents from different age groups.

4.

After analysing the information, I can conclude that the customers are satisfied with the
restaurant’s offerings. Because out of 91 respondents 65 respondents marked excellent about
satisfaction. And 18 respondents scored good. So, I can say most of the customers are satisfied.

5.

There is a significant difference among respondents on their satisfaction with the restaurant
based on age, gender, and income. Actually, satisfaction depends on age, gender and income.
And the meaning of satisfaction varies in different groups of people. In case of gender, the
satisfaction level can be different. The choice of male and female will not be the same.
Satisfaction based on income can be different for each income group. Because respondents from
higher income groups may not be satisfied by the offering of the restaurant. Higher class people
want a more luxurious and comfortable place. But low to middle income people will be mostly
satisfied by the offerings of the restaurant.