Research Repository :: Browsing by Author "Fang, Zhang"

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A Review of Product Selection Criteria for Business and Marketing Studies
(International Knowledge Press, Asia Pacific, 2016) Suphian, Robert; Fang, Zhang; Xiao, Han; Mun, Cheolju
The main objective of this study is to review, analyze and discuss reasons for past study product selection especially in the research designs for many marketing and business researches. The study focuses much on the reasons as to why the study or research product was selected for the methodological point of view. The methodology involved collection of 196 different products related already published research papers and articles. Findings show that products selection reasons found to rely on one of the seven (7) reasoning groups which are product origins; consumer involvement; product knowledge or familiarity; brand extension or categories; product reviews; study focus and finally ‘not applicable’ group. Of all reasoning criteria, more than one third of all studies selected products for their research because they are familiar or well known to their expected research respondents. This makes the product familiarity the highest criteria followed by study focus and then product reviews. Few studies reasoned on product origins; consumer involvement and brand extensions but some do not clearly mention reasons for their product selection.