Find below some of the best 12 marketing research ideas for a PhD. The top 12 ideas to get you started with your marketing research PhD or Master of Research. 

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A Doctor of Philosophy (PhD) is the most common degree at the highest academic level, awarded following a course of study and research. PhDs are awarded for programs across the whole breadth of academic fields including marketing


When considering marketing research ideas for a PhD, it’s important to identify a topic that aligns with your interests, contributes to existing knowledge in the marketing field, and has practical implications.

Below are some of the best marketing research ideas to inspire your PhD research in marketing.

12. Services Marketing

  • Explore the unique challenges and strategies involved in marketing intangible services.
  • Investigate service quality, customer satisfaction, and service recovery strategies in various service industries.
  • Assess how a customer service plan and strategies can improve customer retention. 
  • Analyse the impact of some of the best customer service skills in generating great customer reviews and product ratings. 

11. Marketing Analytics

  • Explore the use of advanced analytics techniques and big data in marketing decision-making.
  • Investigate how data-driven approaches can enhance marketing strategies, customer segmentation, targeting and personalisation.

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10. Retail and e-Commerce

  • Analyse the impact of e-commerce on traditional retail channels.
  • Investigate consumer preferences, motivations, and decision-making processes in online and offline shopping environments.

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9. Luxury Marketing

  • Examine consumer perceptions and behaviours related to luxury brands and products.
  • Investigate the effectiveness of marketing strategies in the luxury industry such as exclusivity, brand storytelling, and experiential marketing.

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8.  Marketing and Innovation

  • Investigate the relationship between marketing activities and innovation outcomes.
  • Explore how marketing practices contribute to the successful adoption and diffusion of new products, services or technologies.

Marketers are using > The best “Diffusion of Innovation” curve

7. Cross-cultural Marketing

  • Compare and contrast marketing practices across different cultures and countries.
  • Analyse how cultural factors influence consumer behaviour, advertising effectiveness, and go-t0-market strategies for multinational companies.

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6. Sustainability & Green Marketing

  • Examine consumer attitudes and behaviours towards sustainable and environmentally friendly products.
  • Investigate the effectiveness of green marketing strategies in promoting sustainable consumption and their impact on brand reputation.

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5. Consumer Behaviour and Decision-making

  • Investigate the impact of personalised marketing on consumer behaviour and decision-making processes.
  • Explore the role of social media influencers in shaping consumer attitudes and purchase intentions.
  • Examine the effects of scarcity marketing tactics on consumer perceptions and purchase behaviour.
  • Investigate the factors that influence consumer decision-making processes in a specific industry or product category.
  • Examine how social, cultural, psychological, and demographic variables affect consumer choices. 

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4. Branding and Brand Management

  • Analyse the effectiveness of brand storytelling in building emotional connections with consumers.
  • Investigating the influence of brand authenticity on consumer trust and loyalty.
  • Evaluate the role of brand reputation and crisis management in consumer brand perceptions.
  • Explore the strategies and tactics employed by successful brands to build and maintain strong brand identities. Examine the impact of branding on consumer perceptions, loyalty, and brand equity.

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3. Digital Marketing and Social Media

  • Assess the impact of artificial intelligence and machine learning algorithms on digital marketing strategies.
  • Investigate the effectiveness of personalised advertising through data-driven targeting and segmentation.
  • Examine the influence of user-generated content on brand engagement and consumer perceptions.
  • Investigate the effectiveness of different digital marketing techniques, such as social media advertising, influencer marketing, content marketing, or search engine optimisation. Analyse the impact of these strategies on consumer behaviour and brand performance.

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2. Marketing Ethics and Corporate Social Responsibility (CSR)

  • Analyse the effects of cause-related marketing on consumer purchase behaviour and brand perception.
  • Investigate the role of some of the top ethical marketing issues and practices in building long-term customer relationships.
  • Explore consumer attitudes and responses towards green marketing and sustainable business practices.

⚡️ Popular > The top 10 most popular brands on Instagram

1. Marketing Strategies and Innovation

  • Assess the effectiveness of experiential marketing strategies in enhancing customer engagement and loyalty.
  • Investigate the impact of co-creation and user innovation on new product development and market success.
  • Explore the role of some of the best customer relationship management (CRM) systems in improving marketing effectiveness and customer retention. Evaluate how CRM practices influence customer satisfaction, loyalty, and overall business performance.


You can further narrow down or customise the above best marketing research ideas to align with your specific marketing research interests and marketing experience. I would suggest you conduct a thorough literature review to identify any gaps in existing research and ensure that your PhD research in a specific marketing field or subject contributes to the advancement of marketing knowledge.

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  • Celebrity and influencer marketing campaign strategy. 
  • Brand development. Logo creation, brand personality development and design of marketing materials.
  • Consumer contests/competitions/giveaways.
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  • Conversion rate optimisation. It is also called “path to purchase” optimisation. 

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