Marketing Research at The Bottom of the Pyramid

MARKETING RESEARCH AT THE BOTTOM OF THE PYRAMIDPresentation by: Chantell Beaty

PRESENTATION OVERVIEW• Synthesis of Ideas from Literature

• Gaps in Literature

• Research Topic*

• Background*

• References

• Annotated Bibliography*

• Summary

• Questions*

SYNTHESIS OF IDEAS FROM THE LITERATURE: CLASSICAL VERSUS MODERN• Marketing researchers as scientist

• Quantitative methodology

• Positivism

• Empirically observed markets

• Reexamine positivist approach

(Walden University, 2015)

SYNTHESIS OF IDEAS FROM THE LITERATURE: CLASSICAL VERSUS MODERN

• Case research (Bonoma, 1985)

• Humanistic inquiry (Hirschman, 1986)

• Naturalistic inquiry (Holt, 1991)

• VALS (Shih, 1986)

• Reliability and validity (Golafshani, 2003)

http://www.nova.edu/ssss/QR/QR8-4/golafshani.pdf

APPARENT GAPS IN THE LITERATURE

• Qualitative methodology

• Mixed methods

• Constructivist view

APPARENT GAPS IN THE LITERATURE• Evaluate the hypotheses

• No gap: quantitative and positivist

• Research designs• 5 qualitative approaches (case study, phenomenological, ethnography…narrative, grounded theory)

• Threats to validity• Triangulation (mixed methods)

• Implications of the findings• Qualitative and mixed method research

• Areas for further research• Reliability, validity and triangulation

Reliability, validity and triangulation, if they are to be relevant research concepts, from a qualitative point of view, have to be redefined in order to reflect multiple ways of establishing truth (Golafshani, 2003).

RESEARCH TOPIC: MARKETING RESEARCH AT THE BOTTOM OF THE PYRAMIDThere are four billion people in the world with an annual per capita income based on purchasing power parity (PPP) of less than 1,500 dollars. This PPP is a profitable market for businesses (Prahalad, 2005).

According to the dominant logic, some business leaders make assumptions and implications that this annual income is low; however, the BOP market concept challenges this view by containing research instructions that permit the researcher to demonstrate to those interested that this market is significant (Prahalad, 2005).

Convert and create the capacity of the BOP market to a consumer market (Prahalad, 2005).

BACKGROUND INFORMATION: DESIGN AND METHODOLOGY (1 OF 3)• Qualitative

• Case study

• Phenomenological

• Ethnography

BACKGROUND INFORMATION: RESEARCH FINDINGS (2 OF 3)• Arguments regarding profitable market

• Arguments regarding responsibilities to the poor

• Multinational corporations

• 48 articles base/bottom of the pyramid in Pro Quest

• Areas of microfinance, mobile phone, healthcare (etc.)

• Countries such as India, Brazil, Africa (limited)

BACKGROUND INFORMATION: LESSONS AND IMPLICATIONS FOR THE FUTURE (3 OF 3)

• Marketing research at BOP

• Case study analysis

• Africa

• Small corporations including “Mom and Pop”

REFERENCES• Bonoma, T. V. (1985). Case research in marketing: Opportunities, problems and a process. Journal of Marketing Research, 22(2), 199-208.

Retrieved from https://www.ama.org/publications/JournalOfMarketingResearch/Pages/About.aspx

• Golafshani, N. (2003). Understanding reliability and validity in qualitative research. The Quarterly Report, 8(4), 597-607.

Retrieved from http://www.nova.edu/ssss/QR/QR8-4/golafshani.pdf

• Holt, D. B. (1991). Rashomon visits consumer behavior: An interpretative critique of naturalistic inquiry. Advances in Consumer Research, 18, 57–62.

Retrieved from http://www.researchgate.net/journal/0098-

9258_Advances_in_consumer_research_Association_for_Consumer_Research_US

• Hirschman, E. C. (1986). Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing Research, 23, 237–249.

Retrieved from https://www.ama.org/publications/JournalOfMarketingResearch/Pages/About.aspx

REFERENCES • Prahalad, C. K. (2005). The fortune at the bottom of the pyramid: Eradicating poverty through profits. Upper Saddle River, NJ: Wharton School

Publishing

• Shih, S. (1986). VALS as a tool of tourism market research: The Pennsylvania experience. Journal of Travel Research, 24(4), 2-11.

Retrieved from http://jtr.sagepub.com/

• Hewege, C. R., & Perera, L. C. R. (2013). In search of alternative research methods in marketing: Insights from layder's adaptive theory

methodology. Contemporary Management Research, 9, 343-360. Retrieved from http://www.cmr-journal.org/

• Walden University (2015). Seminar in Marketing Research DDBA - 8533 - 1. Retrieved from

https://class.waldenu.edu/webapps/blackboard/content/listContent.jsp?course_id=_8614858_1&content_id=_25821726_1&mode=reset

ADDITIONAL REFERENCES: ANNOTATED BIBLIOGRAPHIES

• List of 10 annotated bibliographies

• Attached in separate file in discussion forum

QUESTIONS FOR FURTHER DISCUSSION• Are there ways in which the topic could be refined or enhanced?

• How might research on this topic potentially impact the field of marketing research?

• An annotated bibliography of 5 additional articles or resources that would prove useful in addressing this topic

(Walden University, 2015)

Thank You