Description
Task Overview and Approach
The research topic of this year is related to “Customer Engagement on Social Media”. Samsung on any social media channel and analyse its customer engagement. Research topics can be (but not limited to) motivation for customer engagement, customer engagement behavior, antecedents or outcomes of customer engagement. Student should also refer to the core articles about “Customer Engagement” on SurreyLearn. Students are allowed to replicate, extend or modify original studies. The final submission will be a written marketing research report (max. 3,500 words).
Short Research Brief- Quantitative
Students are encouraged to design (10 closed questions max.) an online questionnaire using QUALTRICS. Each student has to invite at least 30 participants. Students should apply descriptive and inductive statistics using R Studio Cloud.
Short Research Brief – Qualitative
Students are encouraged to design an interview guide (10 open questions max.). Each student has to interview at least 3 participants. Students should transcribe the interviews and use thematic analysis for interpreting the data