Market liberalization and globalization concepts have led to an increased competition between and among different business entities in the world. The increased competition witnessed especially in the recent times has forced business institutions and firms to react and strategize ways and means that will keep them in business, and therefore realize their goals and objectives in business. Marketing has been one among the many strategies that business institutions have used to boost and promote various products and services that the firms are involved in. Marketing in its entirety, entails a lot of strategy and techniques that have to be well orchestrated so that desired results can be realized efficiently and effectively for the business success. In relation to marketing, it is noticed and noted that there are many theories that have come up that try to explain the different styles used in marketing with the intended goals and desires that are unique both in approach and aims, and confusion in marketing is among the theories. The two presented articles are concerned with two different studies and research, conducted to determine the impacts and effects of confusion in marketing, and presents a mixed reaction in terms of views and arguments concerning the whole subject. However, this paper analyzes at depth the two methodologies used in the articles in terms of research designs used, how data was collected, the sampling choices, criteria used as well as ethical issues discussed and presented from the articles.
Research Designs
Research design has been described as systematic plan to study a rational issue or challenge. From the first article of George Balabanis and Samantha Craven, Consumer Confusion from Own Brand Lookalikes: An Exploratory Investigation, the study chose to first analyze arguments from both sides of view regarding the issue of “lookalikes” and the possible confusion that it might create for consumers, as well as the evidence available to substantiate the claims noted. After the stated issues and goals are addressed, a review of theoretical developments and frameworks emphasizing on the concept and ideology of “consumer brand confusion” is presented. In wrapping up, the study presents research methodology used and the findings noted. It ends by summarizing the key issues discovered and found relating to the research, and their implications in the business world regarding the subject, and the limitations realized from the study (Balabanis & Craven, 1997).
On the second article titled Consumer Confusion proneness: scale development, validation, and application by Walsh, Hennig-Thurau and Mitchel, the plan chosen develops definitions for the three dimensions of consumer confusion and its multidimensional conceptualization made up of similarity, overload and ambiguity. Based on the conceptualization ideology, a model of confusion proneness and consequences is proposed and tested against empirical data to ascertain the validity of the findings and observations. Finally, results are discussed in relation to their implications in marketing management and research (Walsh, Hennig-Thurau, & Mitchell, 2007). From examining the two research designs used, the first article of Balabanis presents a design that focuses only on one concept or issue of “consumer confusion” and presents the matter objectively in generalized manner, unlike the second design which presents a multidimensional approach. The first study goes ahead to review existing literature and theoretical developments in its design, but the other used a design that proposes and tests against empirical data collected. It is imperative to note that both research designs used related findings and observations noted to the contemporary business world, especially in relation to marketing. However, it is noted that only the first design allowed discussion and presentation of the limitations faced in relation to the study conducted.
Methods of Data collection
In the second study, data was collected through interviews that were carried out in the streets by students majoring on marketing and this was a requirement for their field experience. It is noted that the average interview length was 28 minutes and a total of 264 interviews were conducted. The on street interviews were collected from Monday to Saturday However, on the first study questionnaires were used to collect data. It is noted that the questionnaire was kept short intentionally to eliminate respondent fatigue and the resulting problem in quality responses. It is also stated that only a part of the framework was tested due to the limitations experienced. The physical environment was the same for all subjects because only one site was sued to conduct the experiment. Brand experience, temporal environment, social environment, and task definitions were controlled variables.
It is also pointed out that only one cognitive style, that is, impulsitivity was measured due to the difficulty of administering cognitive style measurement tools outside the laboratory. The two methods of data collection for the study that include questionnaire and interview have both advantage and disadvantage when used, and it is said that the type of data needed determines the method that can be used to collect data (Maxwell, 2007). From the first study, questionnaires were used but it failed to capture all the relevant and required data and thus compromised in one way or the other the quality of the data collected, and the findings of the research in general. In such a situation, a data collection technique and tools that could have resulted in capturing more relevant data that was needed to fulfill and realize the study could have been preferred, or even a combination of several methods could have been used. Questionnaires work best in situations that those being interviewed are far and physical access proves to be challenging. Therefore, a more appropriate method has to be selected tactically in consideration of many factors. The type of data needed whether qualitative or quantitative has an influence over the kind of styles used in data collection.
Sampling choices
Samples chosen for data collection has to be done scientifically that will given the population to be used equal chance and opportunity to be included in the sample. No bias whatsoever should be encouraged so that the results and the study objectives are not jeopardized in any way. Demographic factors have to be considered that include age and gender so that adifferent and varied view is captured from the samples (Maxwell, 2007). In the second study, samples of different genders were used as well as different age group among the consumers interviewed. The samples represented a modern shopping public from a metropolitan city. It is also noted that from the samples, respondents with higher education and in 20-29 age bracket were over-represented. Over presentation of one group in sampling stage of a research might influence the study in the direction that the group views the subject, as it is noted in the above study. If it is an issue that captures only on one age group, the focus and target for the samples has to meet the criteria to get true and genuine results that will reflect the objectives intended in the study.
In the first study, samples chosen included 17 males and 33 female respondents. A sample of 50 respondents was selected in the study and a questionnaire was immediately given to them after completing their shopping on their way out of the store. The criterion for including respondents in the sample was that they had bought one of the products listed in the questionnaire, and demographically represented samples was realized representing both genders and cutting across different age groups. From the study, it is also noted that four pairs of products were chosen and photographed for the research show cards and the selection was based on visual similarity. However, over presentation of the female gender might present a possibility of biased response in the sense that if it is a product preferred or used more by one gender. From the two studies, sampling choices that considered demographic factors is observed where gender and age were considered. Considering demographic factors in sampling choices allows for elimination of bias over one gender group or age group, and therefore the results and findings from such studies can be applied in many parts of the world. Samples of 264 respondents were interviewed in the second study and a larger sample group provides more information and variance from the sampling pool chosen. From the study, there is no bias in terms of demographic factors
Criteriology matters
In judging the results and observations noticed from the study. In the second study, theories and hypothesis were established, and scale put up to measure findings. The three dimensions of the confusion-proneness scale, and two outcome variables provided evidence for nomological validity. Simultaneous testing of conceptual model was done as well as using the global fit statistics which reaffirmed that the model represented well. Local fit indices were also acceptable.
Most of the hypothesis was confirmed by the analyzed and presented data. From the first study, however, scales for measuring observations and responses concerning respondent’s decisions were developed, and observations measured against. Four different measurements were used for the study and respondents were marked on accuracy and speed, with which they marked a series of familiar figures where they were classified as reflective and impulsive. However, the later method for asserting the findings proved to be a challenge because the limitations in methodology used to measure the attributes.
Ethical Issues
The first study of “lookalikes”, ethical concerns of whether confusion in marketing contributes in customer’s choices of products is addressed. Irrespective of the fact that the study did not prove those suggestions, and the observation that has been noted concerning the aged elderly, and impulsive shoppers as being more susceptible, effective brand identification should be encouraged to eliminate the possibility or eventuality that the above issues might present, and more so to the two groups pointed above. It is wrong for a person not to get or buy a product that looks alike to the one has intended to buy. It creates a picture and a feeling to the person similar to being deceived or conned, and this ethically is discouraged.
Additional efforts have to be put in place to prevent and avoid the possibility of confusion marketing since ethically and morally, it is unacceptable. The second study tackles ethical issues as well concerning the subject where it is noted that for consumers and marketers. The impact on decision postponement and loyalty behavior influence the ethical issues presented. It is wrong and bad for consumers to postpone their shopping and buying due to the confusion that is noticed in such circumstances. Time is wasted and the genuine business looses profits and chance to expand on revenue. As already stated earlier, measures should be put in place to try and caution consumers and marketers from the negative effects that might arise from such events.
References
Balabanis, G. & Craven, S. (1997). Consumer Confusion from Own Brand Lookalikes: An Exploratory Investigation. Journal of Marketing Management, 13: 299-313
Maxwell, J. A. (2007). Qualitative research design: An interactive approach. Thousand Oaks, Calif. [u.a.: Sage.
Mitchell, M. L., & Jolley, J. M. (2013). Research design explained. Australia: Wadsworth Cengage Learning.
Walsh, G., Hennig-Thurau, T. & Mitchell, V. (2007). Consumer Confusion Proneness: scale development, validation, and application, Journal of Marketing Management, 23:7-8, 697-721, DOI: 10.1362/026725707X230009
