can you write a 3,500-word literature review on Exploring the influence brand influencer partnerships have on brand perception and consumer behaviour in Gen Z and Millennials?
Students are required to conduct a literature review on qualitative research methods in marketing. The review should focus on identifying and critically analysing scholarly articles, books, and other academic sources that discuss qualitative research methodologies and their application in marketing research.
Key Components: follow this structure for the assignment:
Introduction (250 words): Provide an overview of qualitative re- research methods and their relevance in marketing research. Outline the objectives and scope of the literature review.
Theoretical Framework (625 words): Discuss the theoretical foundations of qualitative research in marketing. Explore key concepts and paradigms that underpin qualitative research methodologies.
Methodological Approaches (625 words): Review and analyse different qualitative research approaches commonly used in market- ing studies (e.g., ethnography, interviews, focus groups). Examine the strengths and limitations of each approach in capturing consumer behaviour, attitudes, and preferences.
Application in Marketing Research (625 words): Evaluate how qualitative research methods are utilised to address specific marketing research objectives. Provide examples from the literature you have reviewed of successful applications of qualitative research in marketing contexts.
Critical Analysis and Synthesis (625 words): Critically evaluate the strengths and weaknesses of qualitative research methods in addressing marketing research challenges. Synthesise findings from the literature to identify emerging trends and areas for future research in qualitative marketing research.
Conclusion (250 words): Summarise the key findings and insights obtained from the literature review. Highlight the implications of qualitative research methods for marketing practitioners and researchers.
The literature review should be between 3000-3500 words in length. All sources must be properly cited and referenced using a consistent referencing style (either APA 7th or Harvard).
Assessment Criteria
clarity and coherence of the literature review structure and organisation. Depth of critical analysis and evaluation of qualitative research methodologies in marketing.
Integration of relevant theoretical concepts and empirical evidence to support arguments.
Originality and creativity in synthesising literature and concluding.
Students are encouraged to engage with a diverse range of scholarly sources, including peer-reviewed journals, academic books, and reputable online databases. Seek clarification from the module convenor or teaching staff if you encounter
any challenges or require further guidance during the assignment preparation process. This assignment aims to develop students’ research and critical thinking skills while fostering a deeper understanding of qualitative research methodologies in the context of marketing practice.
To explore the theoretical underpinnings and principles of qualitative research in marketing. To critically review and analyse key literature on qualitative research methodologies and techniques. To identify and evaluate the strengths and limitations of various qualitative research methods in addressing marketing research objectives. To demonstrate the ability to synthesise and integrate findings from multiple scholarly sources to inform marketing research practice.
