choose one current consumer behavior problem, review existing consumer behavior literature relating to the problem, conduct exploratory qualitative research on the problem, and provide strategies and recommendations for addressing the problem

keep the following in mind:

1. Problem Definition: You will provide a clear statement of the problem and its potential impact, as well as a brief background description. You may use credible popular press/practitioner articles to support the need for research.
2. Literature Review: In this section, you will review theories and concepts found in scholarly marketing literature relevant to approaching your problem. You should reference 2-3 academic journal articles.
3. Research Design: Each group member will conduct 2 unstructured interviews, asking participants to Tell me about [consumer behavior topic]. You should keep your participants names anonymous.
4. Data Analysis: In this section, you will discuss how you coded your transcribed interviews, as well as over-arching themes that emerged from the data. We will discuss how to collect and analyze qualitative data in a live session.
5. Results: Here you explain your findings. The results should be organized and clear, and should relate to your understanding of consumer behavior concepts.
6. Recommendations: Interpret your results to arrive at major conclusions. Based on the results, you should include implications and/or broad recommendations for consumers or organizations, as well as a statement of how your results contribute to our understanding of consumer behavior.
7. Past topics include: feelings toward GMOs, feelings toward self-driving cars, impulse purchases, emotions and online shopping, perceptions of the banking industry, coffee and gender perceptions, personality and need expression through fashion, morality and diet choices, anthropomorphism of cars, self-regulation of diet in athletes, etc.