|TITLE:||AN EXPLORATORY RESEARCH ON CONSUMERS’ ATTITUDES TOWARDS QR CODES IN MAGAZINE ADS|
|PRINCIPLE INVESTIGATOR:||ERTEKIN, SCOTT|
CRAIG SCHOOL OF BUSINESS
|OTHER INVESTIGATORS:||JASON SWOFFORD, ASHLEY BRAND, OLIVER KADEY, LINDSEY CASS, JOSHUA FERGE|
File Created: August 14, 2013|
Department Chair Action Date: August 14, 2013
Current Status: Expired. Final Status Report or Extension Needed.
|Confidentiality||Data are linked to individuals.|
STATEMENT OF PURPOSEWireless communication hardware and software are rapidly changing by new technology. This results in a broad variety of telecommunication offerings for consumers. Wireless electronic software applications are developed by many different companies in order to facilitate marketing exchanges. Specifically, QR code reader applications now allow consumers to scan QR codes in magazine ads (Klie, 2012). When consumers scan the QR codes in magazine ads, they immediately connect with the relevant business, obtain product knowledge and receive special sales promotions. QR code scanning applications are set to become even more popular (Akhtar, 2012) and expected to offer more creativity (Aquinto, 2011). Marketing research is slow in coping with the breath of the implications of this swift change. Currently, there are no studies in marketing literature that explore consumer attitudes related to QR codes in magazine ads. However, due to the practical importance of this subject, efforts to develop a comprehensive understanding of what affects shoppers’ attitudes towards QR codes in magazine ads is exigent. Specific Goals This study focuses on a broad segment of U.S. retail consumers that are potential and existing technology adopters My students will be able to practice their qualitative research skills. Focus group research is used very often by marketing practitioners, so their role in this study will help their professional development. One student during GBA 480 Summer 2013 Independent Research and three students from Fall 2013, GBA 480 Independent Research will be recruited for four focus group sessions. The results of the study will be submitted for peer review of Academy of Marketing Science, 2014 Annual National Conference. The deadline for submission of articles for this national conference is usually by the last week of November, 2013 or first week of December, 2013 (the exact date is to be announced by AMS). The project will require an IRB application.
STATEMENT OF RESEARCH METHODOLOGYIn order to qualitatively assess the salient dimensions of consumers’ attitudes towards QR codes in magazine ads we will use exploratory research. Methodology Exploratory research, based on face-to-face focus groups, will be used to study relevant dimensions of consumer attitudes toward QR codes in magazine ads. The use of a qualitative research approach is suitable for our research question because the phenomenon under investigation is very recent. Hence, existing research is not immediately applicable to our research question. Exploratory research would provide insights into untried research questions before successive quantitative techniques can be utilized (Burns and Bush, 2010). We will conduct three focus group sessions. We will use an identical base list of exploratory, open-ended questions. We will develop the questions in the study in order to quantitatively explore the cognitive and behavioral components of consumer attitudes, as well as consumer perceptions of group influences. In addition, we will also ask respondents for their suggestions for product improvement. Since, one of the objectives of focus group research is exploring consumer attitudes (Burns and Bush, 2010), our research technique would provide the needed insights.
ANTICIPATED RISKS AND BENEFITSNo anticipated risks are involved as participation in focus group will be voluntary and subjects can leave the session whenever they want.
SUBJECT SELECTION5 to 7 participants in each of five sessions, a total of minimum 20, maximum 35 subjects.
CONFIDENTIALITYBefore the sessions, the moderator of the session will read the participants the informaed consent notice to the particiapnts. Please see atached files (questions list, demograpics data, informed consent notice). Please let me know if more files are needed.
PRIMARY SUPPORTING DOCUMENTClick for Word Document
|Western is accredited by The Higher Learning Commission, a member of the North Central Association of Colleges & Schools (NCA), and is an AQIP Participant.|