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Marketing research Paper Topics

Marketing research Paper Topics

Writing Marketing research paper topics requires a writer with vast experience to help conduct a research, have solid plan, and strong development of the written paper.

 Marketing Term Paper Topics

  • Applied Managerial Marketing
  • Bank marketing
  • Barriers in Marketing
  • Business Marketing in Accounting
  • Domain of Relationship Marketing
  • E-Marketing Becoming More Effective in the Pharmaceutical Industry
  • Experience Marketing
  • Factors of the macro marketing environment
  • Hispanics and direct marketing advertising
  • How to maintain profitable marketing during uncertain environmental conditions
  • Importance of innovation in marketing
  • International marketing
  • Internet Marketing
  • Levi’s marketing strategy
  • Marketing activities of Coca-Cola
  • Marketing and promotion
  • Marketing in the Digital Age
  • Marketing is the major factor in the success of any business
  • Marketing Mix
  • Marketing orientation
  • Marketing Principles
  • Marketing Research and Strategy
  • Marketing Research for Personal Computer in North America
  • Marketing strategy of Pepsi
  • Marketing theory
  • Public Relations Role In Integrated Marketing Communication
  • Relationship Marketing
  • Should MNCs standardise or adapt their marketing strategy in Chinese Asian markets?
  • The Role of the Marketing Manager

Marketing Research Paper Topics

  • “Those who say money can’t buy happiness don’t know where to shop”. Give two arguments in support of this statement and two arguments against it.
  • A case study of a low-cost but successful marketing campaign
  • Arnold Toynbee wrote “I cannot think of any circumstances in which advertising would not be an evil”. Can you think of three good examples that undermine his claim, in advertising goods, services, organizations, places, or people?
  • Compare and contrast digital marketing campaigns with traditional marketing campaigns
  • Compare the ethical issues that would arise in marketing two hypothetical products, Arousex and Empathis. Both are physiologically addictive drugs, but they have no harmful effects on health.  Arousex creates a constant state of high sexual arousal and obsessive sexual fantasizing; whereas Empathis promotes powerful empathy with other people, while significantly reducing economic ambition and career motivation.
  • Consider Joe Camel as a character to promote tobacco consumption. If marijuana were legalized in California, and you worked at an ad agency to promote a new marijuana cigarette for ambitious but fun-loving students, how would you design an analogous character to promote the product? Would a cartoon character work?  What features and behaviors would the character have, in order to appeal to this target market?
  • Consider Robert Nozick’s thought experiment about whether you’d be willing to be a brain-in-a-vat getting any sensory input you want. Do you think it challenges consumerism as a life-style?  Why or why not?
  • David Ogilvy wrote in the 1970s that “If all advertisers would give up flatulent puffery, and turn to the kind of factual, informative advertising which I have provided … they would not only increase their sales, but they would place themselves on the side of the angels”. Do you think his advice is still useful?  Give reasons and examples explaining why or why not.
  • Describe four ways that the design of shopping malls may tap into our preferences for fertile savanna landscapes.
  • Describe relationship marketing, and why businesses think it’s important. Identify one business where you think relationship marketing would be crucial, and one where it is irrelevant.
  • Describe the service variables of responsiveness, assurance, and empathy. What are some ways that on-line services (such as banking or travel agents or something else) could improve each of these variables?
  • Describe three important features of Pleistocene service economies.
  • Describe three possible gaps in service delivery (as identified by Samli), and give an example of each in a particular kind of service-oriented business.
  • Describe unique selling propositions that might succeed in marketing (1) UCLA, (2) your car, if you had to sell it (if you don’t have a car, make one up), (3) yourself, in a single’s ad.
  • Does the link of pay to performance really make employees loyal?
  • Draw an example of a specific utility function for a particular kind of product – one that shows diminishing marginal returns. Label the axes, and explain how this function would help a marketer understand demand for the product.
  • Explain how a company’s ‘brand equity’ can be worth more than all its other assets (money, factories, patents) combined. How much of brand equity do you think it based on recognition by investors versus recognition by customers?
  • Explain how Darwinian aesthetics could guide the design and marketing of a resort hotel to be constructed on a 1000-acre site on the tropical coast of Costa Rica. Consider interior design and exterior landscaping and gardening.


Marketing Essay Topics

  • Explain the ‘happiness set-point’ theory.
  • Explain why it might not be irrational to buy a product just because you’ve heard of the brand.
  • Global standardization vs. local customization: which is better?
  • Held in marketing campaigns help to cover up or minimise bad PR that could occur as a result of environmental disasters caused by major multinational companies?
  • How can a sales letter avoid the waste bin?
  • How do marketing campaigns affect the profit margins in a homogenous industries?
  • How does Jeremy Bentham’s view of ‘utility’ differ from the view of modern economists? And how do both of their views relate to ‘subjective well-being’ as studied by psychologists?
  • How Facebook can be good for business: welcome to the new age of branding.
  • How has the Internet changed the way marketing firms operate?
  • How have marketing campaigns changed since the 50s?
  • How have political parties made use of professional marketing teams in recent decades?
  • How would you apply Jeremy Bentham’s utilitarian principle to the issue of global tobacco marketing? Does his principle suggest there should be any changes in international law?
  • How would you design and market a computer game for teenage girls? And for adult women?
  • Identify three kinds of products where ‘flow’ states might be more important than ‘pleasure’
  • Identify three ways that business-consumer relationships are like marriages.
  • Identify two expectations that people might have evolved about service (based on the way that people interacted in prehistory), and ways that a particular service at UCLA might frustrate those expectations.
  • If you won 50 million dollars (a tax-free lump sum) in a lottery, how could you best use the money to promote your long-term happiness? Support your arguments with evidence from happiness research.
  • Imagine you are head of a large advertising agency that has been hired by a gun manufacturer to sell a cheap, long-range, super-accurate sniper rifle to the general public. Identify some possible conflicts of interest that might arise between (1) your client and your investors (stockholders), (2) your account executives and the newspapers where they are trying to place ads, (3) your role as business manager and your role as a spouse, parent, or citizen.
  • Imagine you crash-landed on an alien planet whose inhabitants resemble giraffes (symmetric heads, stubby horns, big eyes, long snouts and tongues), but they’re intelligent. They kidnap you and force you to be the judge in their alien-giraffe beauty contest.  If you don’t make a good choice, they’ll kill you. You’ve been able to observe several thousand of these beings, but the only thing you know about their biology is that their male sex hormones increase horn and tongue length, and female sex hormones increase eye size and snout softness.  List four criteria you would use to judge each sex (some criteria can be the same for both sexes).  What else what you want to know about them to be a better judge?
  • In staffing a bookstore, which do you think is more important: what kind of people you hire, or how you train them? How about staffing a match-making service (e.g. dating agency)? Justify your answers.
  • In the Dr. Seuss story about Sneetches, why didn’t the entrepreneur Sylvester McMonkey McBean need to advertise his star-adding and star-taking-off machines? Do you think advertising is usually necessary to promote psychological obsolescence?  Support your argument with examples.
  • Internal promotions vs. external recruiting: pros and cons.
  • Is a strong presence in home countries obligatory for multinational corporations?
  • Is business leadership a skill that can be learned?

Marketing Research Paper Ideas

  • Is social media the future of marketing?
  • Is the AIDA formula restricting creative advertising?
  • Management by walking around (MBWA): stress for employees or boost for productivity?
  • Marketing campaigns in the race to the White House
  • Modern service-oriented companies must market themselves not only to customers, but also to potential employees. Can you think of some conflicts that might arise in developing advertisements that try to appeal to both at once?
  • Robert Bly suggested that advertising should focus on product benefits, not product features. Explain how his suggestions could be applied in marketing (1) California as a holiday destination, (2) yourself, as someone worth hiring for a summer internship in a marketing department.
  • Some research suggests that first-born children are usually more conservative and authoritarian, and later-born children are more rebellious and anarchic. China’s birth-control policies have limited most families to one child (so there are usually no later-borns).  In view of this, how would advise Apple Computers to adapt their ‘Think Different’ advertising campaign for the Chinese market?  How do you think Thomas Frank’s arguments about the co-option of counter-culture will apply to 21st century China?
  • The roots of Apple fanaticism: best marketing lessons.
  • The Russian artists Komar and Melamid asked people what they find beautiful in a painting, and tried to paint something that captured these preferences – often with humorous results. How do the strengths and weaknesses of their method resemble those of market research generally?
  • What is the evidence for the reliability and validity of ‘subjective well-being’ as a psychological measurement?
  • What role do celebrities play in marketing campaigns of major international companies?
  • Which do you think would prove more popular if it really existed: the experience-recording technology depicted in the movie ‘Brainstorm’, or the virtual reality game technology depicted in the movie ‘Existenz’? Why?
  • Which human motivations for survival and reproduction do you think are most important in the marketing of (1) television news shows, (2) women’s self-defence classes, (3) boys bands such as ‘Nsync and Backstreet Boys
  • Which of the following products do you think would be easiest to mass-customize: (1) expensive Italian suits, (2) computer games, (3) engagement rings, (4) stock portfolios. Which do you think would be most profitable, and why?
  • Why can Americans who don’t know about very many German companies often do better in the German stock market than Germans who recognize all the German companies?
  • Why do economists think it’s OK to make intertemporal comparisons of utility but not interpersonal comparisons of utility?
  • Why might elite aesthetics be more important in designing the first version of a product for early-adopters, whereas folk aesthetics might become more important in mass marketing later versions of the product globally? Use an example of a product to illustrate your argument.
  • Why would intelligent robots need utility functions? Give examples based on the things that people might buy robots to do for them.
  • Why would people find average faces attractive? Why would we find distinctive faces attractive?  How might this balance between averageness and distinctiveness relate to the design of attractive personal computers?
  • Word of mouth: a never-dying marketing form.

Marketing research Paper Sample

Effect of Branding on Consumer Purchase Decision

Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it. A brand often includes a logo, fonts, color schemes, symbols, and sound, which may be developed to represent implicit values, ideas, and even personality. Brand equity measures the total value of the brand to the brand owner, and reflects the extent of brand franchise.

The term brand name is often used interchangeably with “brand”, although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. In this context a “brand name” constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration.

Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a “personality” to or associating an “image” with a product or service, whereby the personality or image is “branded” into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme.

The art of creating and maintaining a brand is called brand management. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney’s “signature” logo) which it used in the logo for “DNA” refers to the unique attributes, essence, purpose, or profile of a brand and, therefore, a company. The term is borrowed from the biological DNA, the molecular “blueprint” or genetic profile of an organism which determines its unique characteristics


Primary Objectives

The main objective of research is to analysis how the brand effects the customer purchasing decision in FMCG goods and durable goods

Secondary Objectives

The sub objective of research is to understand the choice of the customer is branded or non-branded goods

Branding can be viewed as a tool to position a product or a service with a consistent image of quality and value for money to ensure the development of a recurring preference by the customer. It is common knowledge that the consumer’s choice is influenced by many surrogates of which the simplest one is a brand name. Although there may be equally satisfying products, the consumer when satisfied with some brand does not want to spend additional effort to evaluate the other alternative choices. Once he or she has liked a particular brand, he or she tends to stay with it, unless there is a steep rise in the price or a discernible better quality product comes to his/her knowledge, which prompts the consumer to switch the brand.

Companies spend a lot of money and time on the branding and thus it needs a careful evaluation on the effect of branding on consumer buying behavior.

Brand energy is a concept that links together the ideas that the brand is experiential; that it is not just about the experiences of customers/potential customers but all stakeholders; and that businesses are essentially more about creating value through creating meaningful experiences than generating profit. Economic value comes from businesses’ transactions between people whether they be customers, employees, suppliers or other stakeholders. For such value to be created people first have to have positive associations with the business and/or its products and services and be energised to behave positively towards them – hence brand energy. It has been defined as “The energy that flows throughout the system that links businesses and all their stakeholders and which is manifested in the way these stakeholders think, feel and behave towards the business and its products or services.” Attitude branding is the choice to represent a feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding includes that of Nike, Starbucks, The Body Shop, Safeway, and Apple Inc.

“A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters.” – Howard Schultz (CEO, Starbucks Corp.)

The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as “branding”.

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