According to internal data from Google, which TechCrunch first reportedLinks to an external site., 40% of Gen Z members (born from 1997 to 2012, according to the Pew Research CenterLinks to an external site.) prefer TikTok for online searches. As a marketing researcher, you want to study this development among users and understand online search behavior to apply the knowledge in future marketing campaigns ultimately. You consider the following research questions:

• Why do Gen Z users prefer Tiktok to Google search?
• How do they use Tiktok for search purposes? Which interest categories(e.g., entertainment, cooking, etc.) do they like?

Instructions

1. Please include a one-page( three hundred words) description of your project. Please describe why you think asking these survey questions will help you as a marketer and why knowing these answers should matter to a company, especially retailers, department stores, and companies that sell directly to consumers. To support your proposal, please cite one or more articles from eMarketer. 

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  • You have access to eMarketer pro, a business intelligence platform that can help you study online consumer behavior. Please search for search and consumer behavior to find relevant articles and at least cite one article in the report. For access through the UNF library click here(scroll down, and click on eMarketer Pro and enter your UNF username & password).

2. This type of research is called exploratory research which you learned about in chapter 4. Please create 15 questions using Qualtrics to investigate the research questions given to you regarding online search behavior on the TikTok platform. You can use the marketing research handbook(click hereLinks to an external site.) shared in Chapter 12(week 5) to find questions and make sure to use the right scales (i.e., Likert scales, strongly agree to disagree for attitudinal questions).

Include the following in the survey:

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  • Include 4 demographic questions(e.g., gender, education, etc.; these are multiple-choice questions).
  • Include 2 matrix questions(Matrix question includes two or more statements; see the example here).
  • Include 9 multiple-choice questions.