Marketing IRS

Marketing IRS

The general paper instructions & expectation is below.

Two sections of IRS: 1. Write down main findings of the paper (1 points) What is (are) the research question(s) and what did they find? Do not copy summary from the paper, put findings yourself To the point and concise Do not go from one study to the next Summarize as a paper Recommended length around ½ page to ¾ page 2. Discuss 4 or more points from below, where you have an input (4 points) You need two parts: some criticisms of the paper and some applications -->At least one of each. Total of 4 or more Do not just list the points - discuss them!

FOR CRITICISMS

We are looking for stronger criticisms Should always relate back to the research question of the authors Not only a problem is required, but also why it would favor author’s findings and if you test it without that problem this effect would disappear Do not use criticisms like the following as they are always true of any research Authors did not test this in another country Authors did not have 50% male and 50% female Why? E.g., the paper indicated that they would like to test the relationship of asking versus instructing people to donate on the donation amounts. However, in the experiments, the authors also used stronger words when instructing people to donate. This is a problem as they might get their findings because the stronger words can lead them to donate and this might have nothing to do with asking or instructing FOR APPLICATIONS

Step 1: Indicate what the author did

Step 2: What is the problem with that?

Step 3: How would this problem will favor the results that authors got. Suggest if they would have done it in your way (indicate what it is), they would get opposite/no results Indicate some ways in which the findings of the paper can be applied to interesting scenarios in the industry Go beyond the usual application e.g., this research takes about increasing shoe sales, it can be applied in shoe stores Examples of where from the research it should apply, but there are reasons why it should not or where this will be very different than examples provided Make sure this application is not the same mentioned in the paper

Please do not say that the results might be DIFFERENT, or if they do this or the results MIGHT change if they do this You need to be able to build an argument where there is reasonable doubt about whether the results of the study are actually true or not E.g., this research talks about how using complex words in ads lower people’s liking of the ad. Based on the paper, I wonder if this is true for ads for books or literature. It will be counterintuitive if ads for selling literature are more liked if they are written using simple words. <talk about why is it counterintuitive or add more information to this idea>