Research
The CMT houses faculty teams with expertise in emerging areas of research at the intersection of marketing and information technology. While the primary focus is on marketing, the CMT encourages and supports trans-disciplinary research across all business disciplines, including management, finance, computer information systems, business communication, and economics. Currently, the following faculty teams are engaged in scholarly research in their respective areas of interest:
| Consumers & Technology Research Group | eMarketing Research Group |
| Data Analysis Research Group | Qualitative Research Group |
Consumers and Technology Research Group
The Consumers and Technology Research Group of the CMT was created to advance management theory and practice by identifying, researching and informing on consumer issues related to information technology that are important to business practitioners, public policy makers, researchers and consumers.
Faculties involved in this research:
Berthon, Pierre
Nasr, Nada
Xia, Lan
Weinberg, Bruce
Sample Topics
- Online auctions
- Online privacy and security
- Online customer satisfaction
- Online shopping behavior
- Web site abandonment in e-commerce
- Personalization in the wireless world
- Online waiting time for web pages
- Social rituals
Data Analysis Research Team
For more information please go to the DART website:
http://bentley.edu/dart/index.cfm
eMarketing Research Group
Faculties involved in this research:
Berthon, Pierre
Sisodia, Rajendra
Weinberg, Bruce
Sample Topics
- Marketing strategy impact of information technology
- Information technology and marketing productivity
- Marketing ethics in the information age
- Relationship marketing strategy
Qualitative Research Group
In light of plummeting consumer satisfaction and loyalty ratings, marketers are increasingly turning to qualitative research in order to gain a deeper understanding about consumers. The Qualitative Research Team uses the CMT’s state of the art focus group facility to conduct qualitative research on consumers. A fully wired focus group room with a one-way observation mirror gives researchers the opportunity to witness consumers’ reactions and hear their thoughts on new or existing products and to interact with the moderator to ask on-the-spot, probing questions. The group has published numerous articles based on qualitative research method.
Faculties involved in this research:
Aylesworth, Andrew
Berthon, Pierre
Dobscha, Susan
Foxman, Ellen
