|TITLE:||AN EXPLORATORY STUDY OF CONSUMER ATTITUDES TOWARDS QR CODE READERS|
|PRINCIPLE INVESTIGATOR:||ERTEKIN, SELCUK "SCOTT"|
CRAIG SCHOOL OF BUSINESS
|OTHER INVESTIGATORS:||LOU E. PELTON, JENNIFER CASSIDY, ERIK PACE, VICTORIA BOXRUCKER|
File Created: December 20, 2012|
Department Chair Action Date: December 30, 2012
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 advancing technology. This results in a wide variety of telecommunication offerings for consumers. Wireless electronic software applications are developed in many different forms in order to facilitate marketing exchanges. Specifically, QR code reader applications now allow consumers to scan QR codes on the products, in magazine ads, and on almost any flat surface (Klie, 2012). When consumers scan the QR codes on the products, they can compare prices, check the item availability in nearby stores, and get instant savings by sales promotions targeted specifically for their needs. In addition, they are given the store locations by detailed maps and obtain instant contact information. Furthermore, they can learn about all kinds of products on sale by checking the recently scanned items, glancing at product pictures, perusing the relevant consumer reviews and watching relevant instant video streaming. When they scan the QR codes in magazine ads, they are immediately linked with the relevant business and take advantage of special sales promotions. QR code scanning applications are expected to offer more creativity (Aquinto, 2011) and are set to become even more popular (Akhtar, 2012). Marketing research is slow in coping with the breath of the implications of this quick change. Currently, there are no studies in marketing literature that explore consumer response related to the usage of QR code scanner applications. However, due to the practical importance of this subject, efforts to develop a comprehensive understanding of what affects shoppers’ decisions to use QR code scanner applications is exigent. Specific Goals This study focuses on younger segment of retail consumers that are potential and existing technology adopters. In order to study their responses to QR code reader applications we used exploratory research.
STATEMENT OF RESEARCH METHODOLOGYExploratory research, based on face-to-face focus groups are used to study relevant dimensions of consumer attitudes toward QR code scanner applications among profitable and tech savvy Generation X and Generation Y consumer groups. 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).
ANTICIPATED RISKS AND BENEFITSMinimal risks are involved. The particiants will be asked to discuss their attitudes towards a technology product. There may be some minor social risks of expressing opinion in a study.
SUBJECT SELECTIONThree groups of participants will be used. In each group, there will be five or six participants. The participants will provide their input voluntarily. The focus group sessions are moderated by three moderators that are given course credit for their GBA 480 class.
CONFIDENTIALITYThe participants will be noted of the follwing statement: "Your participation in this study is entirely VOLUNTARY, but please understand that your input makes a valuable contribution to marketing research. Please be assured that your responses are CONFIDENTIAL and are reported in the aggregate for research purposes only. In order to ensure CONFIDENTIALITY, please do not write your name or any identifying information on this survey. There are no wrong answers – please answer every question candidly".
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