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GUIDED RESEARCH PAPER – RESEARCH LOG

To help you take notes and collect information for your guided research paper, complete the following research log. This log will be graded for completeness and appropriateness. This assignment is posted on Blackboard and is worth 50 points.

1.In the “source” section, put the citation for the source in APA format as it will appear in your reference list.
2.Find a passage(s) from the source that will help you answer your research question, and copy it into the “direct quote” section.
3.Paraphrase the direct quote in the “paraphrase” section.
4.Explain how this citation will be used in your paper or how it helps to answer your research question (i.e., relevance).
5.You may repeat steps 2-5 several times for each source, but you must include a minimum of 1 passage from each source in this assignment.

Topic: How has modern technology affected people’s shopping habits?

Source 1: [put APA reference citation here]

Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big data consumer analytics and the transformation of marketing. Journal of Business Research, 69 (2), 897-904.
Direct quote [use as much space as needed]

“Consumer analytics is at the epicenter of a Big Data revolution. Technology helps capture rich and plentiful data on consumer phenomena in real time. Thus, unprecedented volume, velocity, and variety of primary data, Big Data, are available from individual consumers. To better understand the impact of Big Data on various marketing activities, enabling firms to better exploit its benefits, a conceptual framework that builds on resource-based theory is proposed.”

Paraphrase [use as much space as needed]

The big data technology has been focusing on the analysis of consumers’ information. Nowadays, the big data technology allows marketers to store and collect countless data related to the behavioral patterns of the consumers. This article proposes a model based on resource utilization so as to help marketers make sense of the positive role the Big Data could play in conducting their marketing activities and increasing their profits.

Relevance [use as much space as needed]

This source well illustrates the way the big data changes the sales methods, which then changes our shopping habits. Instead of picking one clothes from countless new clothes, we can directly rely on big data technology.

Source 2: [put APA reference citation here]

Clemons, E. K. (2008). How information changes consumer behavior and how consumer behavior  determines corporate strategy. Journal of Management Information System, 25 (2), 13-40.
Direct quote [use as much space as needed]

The order of causality is clear: information is available and the marketplace is more transparent than ever before. Consumers can now optimize their choices. Firms can now optimize their selection of offerings. Consumer choice drives corporate selection, corporate selection drives consumer choice, and both are driven by greatly enhanced information. Firms have divided huge mass-market fat spots into highly resonating mass-margin sweet spots, and consumers find and pay for what they want

Paraphrase [use as much space as needed]
It is quite apparent that the easy accessibility of information leads to the transparency of the marketplace.
With more information available on the Internet, it is much easier for customers to make the best decisions for them. So are the companies in the process of selling products. In this interactive process between the corporate and the individual decision making under the stimulation of the information increase,  the companies can find the most profitable segmented markets, while the consumers can find the products that satisfy their needs most.

Relevance [use as much space as needed]
This source reveals that  the e-commerce-related technology has allowed the customers to enjoy greater autonomy  over what products they can choose and fundamentally change the traditional consumption practices in favor of the customers.

Source 3: [put APA reference citation here]

Jothi, C. A., & Gaffoor, A. M. (2017). Impact of social media in online shopping. ICTACT Journal of  Management Studies, 3(3),  576-586.
Direct quote [use as much space as needed]
“From Instagram to LinkedIn, there are virtually limitless ways to interact and share information as well
as market the products. Social networks enable to connect with new customers and stay in touch with the existence customers. Social media enhances customer service by creating accessibility to customers who have a tendency to seek immediate feedback.”
Paraphrase [use as much space as needed]
The popularity of such platforms as Instagram and LinkedIn offers countless channels for people to disseminate information and propagandize their products. Through the social media, the marketers can interact with both the old customers and new ones. Through the social media where their questions and complains can be dealt with in good time, consumers could enjoy greater customer service.
Relevance [use as much space as needed]
This quote directly explains the role the social media play in changing the shopping habits of the consumers by accelerating the communication between consumers and sellers.

Source 4: [put APA reference citation here]
Jifeng, L., Sulin, B., & Han, Z. (2012). The effectiveness of online shopping characteristics and well- designed websites on satisfaction. MIS Quarterly, 36 (4), 1131-1144.
Direct quote [use as much space as needed]
“We find that high product uncertainty and low retailer visibility have a negative impact on customer satisfaction. However, a retailer’s service quality, website design, and pricing play important roles in mitigating the negative impact of high product uncertainty and low retailer visibility. Specifically, service quality can mitigate the negative impacts of low retailer visibility and high product uncertainty in online markets. Website design, on the other hand, helps to reduce the impact of product uncertainty when experience goods are involved.”
Paraphrase [use as much space as needed]
The researchers notice that the online shopping experience of the customers have been negatively influenced by their sense of insecurity and their little knowledge regarding the goods. On the other hand, the negative impact could be reduced if the retailer improve the quality of their service, pay attention to the decoration of their websites, and set proper prices.  For a detailed analysis, improving the quality of service can reduce the customers sense of insecurity and their little knowledge, while improving the website design can reduce the customers sense of insecurity towards those products they have no knowledge of until they use them.

Relevance [use as much space as needed]
This quote reveals people’s doubt regarding whether the reviews are trustful, which indicates that the online shopping could not replace the traditional shopping.

Source 5: [put APA reference citation here]
Gerrikagoitia, J. K. et al. (2015). New trends of intelligent e-marketing based on web mining for e-shops.
Procedia--Social and Behavioral Sciences, 175 (12), 75-83.
Direct quote [use as much space as needed]
“This requires precise knowledge of the customer's preferences. For this reason, holders of e-shops must find out to whom, to what, how and when to refer to the customer, ergo, to know the “consumer decision journey” and strengthen their engagement”
Paraphrase [use as much space as needed]
With the popularity of e-commerce, it is becoming increasingly important for the sellers to understand the features, psychological needs, and decision making process of the customers.
Relevance [use as much space as needed]
This source reveals to what extent the popularity of e-commerce has accelerated the marketers’ better understanding of the customers and thus satisfy their needs. Then the customers’ shopping experience will become easier.